Cannes Lions

Astronaut

LEO BURNETT CHICAGO, Chicago / SAMSUNG / 2017

Film
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Overview

Entries

Credits

Overview

Description

This film was created to give a simple, visceral comparison between a conventional smartphone and the new borderless screen of the Samsung Galaxy S8. To bring this comparison to life, we captured the emotion of an astronaut freeing himself from a small, confined space pod. We start with a traditional smartphone over a black background. Within the screen of the phone, we see what appears to be a window into a space pod, where an astronaut sits confined within the walls of the phone. Suddenly the walls of the phone break off, revealing a Samsung Galaxy S8 AND the full scene behind the screen - a space pod hovering above the earth. The door of the pod opens, and the astronaut steps out of the confines of the pod and into the open space landscape as the super “Unbox Your Phone” appears.

Execution

This film required weeks of dedicated post work, with the intention of creating a moment that could never be captured in reality. To achieve this and deliver the most visceral film possible, we used a mix of techniques. We filmed our astronaut wearing a harness over a green screen to capture his unique, natural movement and get a realistic sense of his weightlessness. Then we created the pod using CG, based off an actual space capsule (the SpaceX Crew Dragon). Finally, we incorporated matte painting and library assets to compose an realistic yet visually stunning representation of a singular moment in space.

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