The project

It started as a video to educate retail salespeople about the quality and innovation of Samsung Digital Home Appliances. But then quickly became a full-fledged consumer-facing campaign. And who better to deliver this message about quality but passionate Samsung employees.

To bring the best out of these real Samsung spokespeople and tell a clear story, we hired Director Jay Armitage with Dictionary Films. Jay’s calming presence allowed our “real” talent to shine under the spotlight; his artistic vision kept our story consistent and clear.

We shot in-studio content over the course of 2 days, then wove over 170 pieces of Samsung b-roll into the final edit to complete the narrative. Our editor, Dustin Kaufman, made the complex puzzle of this edit look easy.

Credits

Agency: Razorfish

Production Company: Dictionary Films

Director: Jay Armitage

Senior Producer: Annie Varberg

Line Producer: Joe Kirkendall

Agency Account Director: Jayna Hancock

Agency Creative Director: Kim Morgan

Agency Creative Director: Ali Bati

Agency Copywriter: Kate Rohrich

Post Production: Cutters Studios / Flavor / Another Country

Editor: Dustin Kaufman

Assistant Editor: Brian Naughton