The Best Work You May Never See: Leo Burnett Germany, Directors Dorian & Daniel, The Mill Berlin Tell Spider Love Story For Samsung


Robert Goldrich
Tuesday, Feb. 15, 2022


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A spider, a look, and lots of shiny eyes: To coincide with the launch of the Samsung Galaxy S22 Ultra, Samsung and Leo Burnett Germany tell a very special love story which debuted on Valentine’s Day. The focus of the new campaign video is the little spider Sam, who falls head over heels in love. The object of her desire: the new Samsung Galaxy S22 Ultra. Sounds crazy? Not at all, because the camera lenses of the Galaxy S22 Ultra are the most beautiful “spider eyes” in the world for Sam.

We see Sam through her terrarium window catch sight of an advertising billboard for the new smartphone. Immediately she is smitten: Love at first sight. Accompanied by Nazareth’s classic song “Love Hurts,” Sam experiences a rollercoaster of emotions. Because when the billboard poster is suddenly replaced, heartbreak spreads through the terrarium. Will Sam ever see his sweetheart again? Luckily, the little spider has a friend by her side who provides a heartrending happy ending. 

For the spot titled “Love Has No Boundaries,” Leo Burnett Germany relied on a combination of real film and CGI and brought the Berlin-based Zauberberg Productions with the directing duo Dorian & Daniel on board. The spider as well as the lifelike animated CGI sequences were created at The Mill in Berlin. “The idea was quite simple: camera eyes plus spider eyes equals love story. But then the work really started. How do you get ‘Sam’ to turn a spider, of all things, into a lovable creature while still maintaining the right dose of realism?” said Andreas Pauli, managing director and chief creative director at Leo Burnett Germany, explaining the process, concluding, “I’m very happy that the weeks of detailed work paid off here.” 


Client Samsung Agency Leo Burnett Germany GmbH, Frankfurt Andreas Pauli, Dennis May, chief creative officers; Benjamin Merkel, executive creative director; Helge Kniess, Valentin Dietmar, creative directors; Andres Blumenthal, Mario Loncar, copywriters; Brigitte Marcinek, producer. Production Zauberberg Productions, Berlin Dorian & Daniel, director; Hunter Daly, camera; Andrea Roman-Perse, exec producer; Juliane Ellrich, Amber Moog, producers; Adrian Cristea, production designer. Color James Bamford, colorist. VFX/CG Production The Mill Berlin Stefan Susemihi, Marta Carbonellamela, CG supervisors; Imogen Pai, head of production; Sacha Aurik, CG producer; Neil Alford, 2D lead artist. Music Nazareth, “Love Hurts,” Boudleaux Brayant @ Sony Music Publishing

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