Directed by Ben Steiger Levine (So Called) and Martin Allais (Oreo’s “Wonderfilled Anthem”), Samsung’s new two-minute spot “Holiday Dreams” breaks up its story onto 74 different Samsung screens, from a 2-inch smart-watch to a 65-inch curved HDTV.

Impressively, the commercial was shot in real-time, a process that required the synchronization of dozens of screens with film cameras moving through the installation space. This behind-the-scenes clip show the complexities of the production:

It’d be interesting to see this idea adapted into a real installation project that allows people to walk through an immersive animation environment.

Agency: R/GA
Creative Director: Qian Qian & Tristan Kincaid
Art Director: RG Lacandola
Production Company: 1st Ave Machine
Directors: Ben Steiger Levine, Martin Allais
DP: Khalid Mohtaseb
PD: Marcos Lutyens
Editorial: 1st Ave Machine
Visual Effects Director: John Loughlin
PreVis 3D: Dan Bollwerk
PreVis 2D: Chris Russo, Beryl Chen
Sound & Design: Human

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Amid Amidi

Amid Amidi

Amid Amidi is Publisher and Editor-in-Chief of Cartoon Brew.

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