RESET Directing Duo Us, the community Team On "Be There" Olympics Spot For Samsung


Robert Goldrich
Tuesday, Jul. 20, 2021


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This Tokyo Olympics and Paralympics spot from Samsung Global carries a message of resilience, endurance and hope, bringing the world together through technology in the competitive spirit of the Games. Titled “Be There,” the film was directed by the Us duo (Chris Barrett and Luke Taylor) out of production company RESET for agency the community.

Marcelo Padoca, executive idea director, the community, said, “The core idea here is that, in current times, with no fans allowed in the stadium to cheer on athletes, we wanted to show that we’ll all be together even though we’re apart, thanks to Samsung technology. Sports are inherently emotional. You’re cheering, celebrating wins, grieving loses with each other and with athletes. But this year we can’t all be together. So, the spot is a story about people being brought together over great distances by Samsung, giving them the experience that’s just like being at the games in person.”

The spot features the Galaxy S21 Series, Galaxy Z Fold2, Galaxy Z Flip, and Galaxy Buds Pro. The campaign is running on broadcast in the U.S. and globally.

The community has been working closely with Samsung as a creative partner for two years, focusing mostly on the Hispanic market. In 2020 that partnership expanded, and this is one of the community’s first spots for Samsung Global Mobile.


Client Samsung Agency the community Jose Molla, founder & chief creative officer; Roger Baran, VP, executive creative director; Marcelo Padoca, Fernando Reis, executive creative directors; Federico Diaz, Juarez Rodrigues, associate creative directors; Manfred Kruger, art director; Anthony Mariello, group strategy director; Ed Tsue, global strategy lead; Amilynn Soto, associate connections director; Laurie Malaga, EVP, head of integrated production; Scott Kemper, SVP, executive producer. Production Company RESET, Us (Chris Barrett, Luke Taylor), directors; Dave Morrison, president; Megan Moore, exec producer & director of production; Robby Mooring, producer. Editorial Cabin Edit Robert Lopuski, editor; Adam Becht, exec producer; Mary Stasilli, producer. VFX MPC Camila De Biaggi, sr. exec producer; Colleen Valentino, producer; Alvin Cruz, creative director; Thiago Porto, 2D lead; Jessie Amadio, 3D lead. Color Company 3 Joseph Bicknell, colorist; Ashley McKim, color exec producer; Julia Paskert, color producer. Music KOM (Kay/Oskwarek Music) Philip Kae, composer. Sound Design & Mix Ballad Philip Nicolai Flindt, audio mixer & sound design; Gregers Maersk Moeller, exec producer.

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