The life of a small terrarium spider changes abruptly when she sees an advertising motif for the new Galaxy S22 Ultra on the opposite house wall and falls madly in love with its camera lenses. Accompanied by Nazareth's classic "Love Hurts", the spider experiences an emotional roller coaster as her unlikely love is put to the test when the poster is suddenly exchanged.

In the end, however, we witness an emotional happy ending for Spider and Phone. The unusual love story shows the fascination with the impressive camera of the Galaxy S22 Ultra in an unseen way and can also be understood as a statement of optimism, encouragement and openness.

Our task for the market launch of Samsung's new flagship phone, the Galaxy S22 Ultra, was to highlight its further developed camera to ensure a strong positioning in the competitive smartphone market.

The film should also have the potential to radiate onto the Samsung brand and strengthen its perception as a love brand.

Our approach is all about revealing the similarity between spider eyes and the camera lenses and thereby creating a touching story around a rather unemotional product feature. The unusual love story shows the fascination with the impressive camera of the Galaxy S22 Ultra in an unseen way and can also be understood as a statement of optimism, encouragement and openness.

Part of the challenge was to craft a photo-realistic, relatable, and loveable spider - a creature that is most commonly feared. There is a rollercoaster of emotions that happen throughout this edit - with our spider going through stages of longing, desire, and loss. The language that we used here to convey this, had to come from the animation, as no dialogue was used. We wanted to avoid as much as possible a cartoony style or use too many human expressions, aiming to keep it in a realistic world. With a deep understanding of the original behavior of a spider and developing a rig that would allow us to animate in high detail this character was key to find the right balance. We’d like to think that we managed to break through the common animosity towards this creature by creating one that is absolutely adorable!