The Samsung Galaxy Note 3 is on its way, and it’s bringing a slick new smart watch with it. The cool new gadgets are arriving with a song thanks to Rock Paper Scissors editor Mikkel EG, who collaborated with director Adam Hashemi and Leo Burnett on a 2:00 spot starring Argentinian soccer phenom Lionel Messi.
The Developer fuses the lively storytelling of a Broadway musical with an energetic demonstration of what Samsung’s new products can do. While Messi commands the reconfiguration of a city from the helm of his Samsung smartphone and watch, a pack of street urchins belts out a song of amazement and fear from the city’s narrow streets and alleyways. The spot’s subtext of concern for children mirrors Messi’s real-world focus on these issues.
“Messi is very involved with children’s causes and charities around the world, building soccer pitches for children living in poverty and this spot tells that story from a unique vantage point,” explains Mikkel. “Creatively, this was a pleasure to work on from the start. The project came with the music attached and I really responded to the track. This was fun to do because it was like cutting a musical, which is something that I don’t get to do very often.”
“Mikkel EG has been an outstanding addition to our crew,” noted LA Executive Producer Carol Lynn Weaver. “Some of his best qualities are his ability to collaborate with anyone and his knack for transforming those efforts into lasting relationships. He has worked with Adam on a number of really great projects and their incredible creative chemistry is evident in this spot. At the same time, Mikkel seamlessly jumped in with Leo Burnett for this first-time collaboration, delivering exactly the sort of impactful piece they were looking for.”
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