Samsung Electronics has today revealed a new creative platform that flips camera storytelling on its head. ‘Inspired by a True Photo’ rewrites the norms of photography campaigns that have preceded it, by not just championing real-life consumer photos, but by simply taking these images and making them the start of a creative journey.
The work of creative agency Mother London, the ad aims to celebrate the myriad of ways in which a real-life moment, captured in a single photo, can inspire diverse cultural art forms, such as cinematography and music.
The first piece of content inspired by a true photo is a TVC titled ‘Onions’. Based on a real-life photo of a sack of onions taken on a Samsung smartphone, the advert expresses the raw human emotion that can be unleashed from a beautifully shot, yet achingly simple, photograph.
Launching in tandem with the Samsung Galaxy S20 FE, the ‘Inspired by a True Photo’ platform is based on a simple, yet effective mechanic; taking a single user-generated image, and making it the focus and inspiration of the creative journey. Samsung is encouraging its customers to upload their real-life photos by using #withGalaxy, for the chance to have their image chosen, and the subject of their photograph influencing unusual creations in arts and culture.
Directed by Sam Hibbard of Somesuch London, who is renowned for his comedic genius and surreal style. Hibbard commented: “It was hugely motivating to be able to direct this incredible piece of content with such a single-minded focus.
“Rarely are we given the creative freedom to seek inspiration from things that may usually pass us by. A photo of a bag of onions is just that, a bag of onions.
“Until you think about the way this ubiquitous veg is a cultural connector, can elicit emotion, and has the potential to bring people together. Every creative choice I made in the advert was purposeful and took inspiration from the photo and showed me that we can seek inspiration in the things that we encounter in real-life, every day,” Hibbard said.
