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.
Gillette France has released a new campaign created in collaboration with rookies from the Kourtrajmé film school and creative agency Marcel. With the campaign “Look Like The Man You Really Are”, produced in collaboration and directed by students of Kourtrajmé’s film school, Gillette takes a fresh look at French men, both in their “shaving” moments […]
Cannes Lions has announced the creation of its new masterband, LIONS. Building on 67 years of championing creative excellence, LIONS aims to drive progress through creativity and support the global community on their creative journeys, day in, day out. Speaking at the October edition of LIONS Live, which is taking place this week, Simon Cook, Managing […]
Val Morgan Digital (VMD) has hired four new team members with Alyce Thomas and Claudia Pearce joining as Agency Partnership Managers, Nicola Laing as Strategy & Content Manager and Jack Revell taking on the role of Branded Content & Weekend Editor of TheLatch—. The expansion follows consistent month on month growth at TheLatch—, which reaches 400,000 […]
KITKAT is launching a global campaign, inviting everyone to join in the celebration of the 85th anniversary of the brand. Created by Wunderman Thompson, it raises awareness of a social media competition to help people mark the occasion of KITKAT turning 85 in 2020. The campaign highlights that, at this unique moment, KITKAT will make […]
Following a period of sustained growth and client wins, B2B technology marketing consultancy, Splendid Suggestions, has laid some solid foundations to support the business through the next phase of growth. Off the back of a number of organic referrals from Australian–based clients sharing success with global counterparts, Splendid has recently appointed London-based Jess Littlewood (right, pictured), to lead the UK business and grow the new regional team. Of the appointment, Tim Sands, Co-Founder and Managing Director of Splendid says “Jess […]
VMG Digital, which creates bespoke, mobile-first video creative, optimised for social media platforms, today announces it has been appointed as a global Creative Marketing Partner for the TikTok Marketing Partner Program. Since launch in August 2020, the TikTok Marketing Partner Program gives brand marketers access to tools to create, measure and optimise ad campaigns on […]
Independent media agency MediaSmiths today announced the appointment of senior media executive and former insights lead for independent agencies and direct clients at Nova Entertainment, Natalie Murray, as a new Senior Account Planner/Buyer. Murray will be responsible for end-to-end management, planning and buying for several of the agency’s key clients, ensuring outcomes are delivered. She […]
IAB Australia today announced Playground xyz and Are Media (formerly Bauer Media) as the winners of its inaugural IAB Australia MeasureUp Awards. Selected by the members of the MFA Interactive Committee, the winners will present their research during the 4th Annual MeasureUp conference which begins today. Playground xyz was awarded Best Advertising Effectiveness for its […]
Stockland has partnered with Sydney-based presenter, stylist and author Jules Sebastian on a six-part Instagram TV recipe series – with episodes released monthly – in an effort to inspire customers to create healthy, easy-to-make meals from their kitchens at home. The series kicked off this month with an online demonstration from Jules on making the […]
Understanding the complexities of the tax system is enough to put anyone to sleep. Now H&R Block in conjunction with creative agency The Works, are giving Aussies the opportunity to enter into a peaceful slumber by listening to the soothing sounds of the Australian Tax code. ‘Taxation Relaxation’ is an Action for the Google Assistant […]
Industry superannuation fund, Cbus Super, has ramped up its focus on the retirement market with a new national campaign developed by The Shannon Company (TSC). The spot follows a worker’s morning routine as he transitions from employment to retirement, warmly demonstrating how some things in life don’t have to change. With COVID restrictions ruling out […]