To mark the launch of the Galaxy S22 Series and to promote the advanced Nightography features, the UK division of the tech giant Samsung thought that the best way to describe the power and functionality of its camera is to keep us awake at night with a tale of glamorous madness. A “bedtime story” that is as “aggressively fabulous” as the king of the night, fashion designer Charles Jeffrey, and as avant-garde as pop star Charli XCX. Written as part of the brand’s partnership with the British Fashion Council — which saw Samsung become London Fashion Week’s “Official Technology Partner” — this new story provides us with a “reasonable” explanation of what happens when the night falls.
Some folktales say that, after the sun goes down, supernatural beings become active. Whether it’s vampires, werewolves, ghosts, or the infamous bogeyman, these imaginary creatures make the nighttime feel scarier. But are there any reasons to be afraid when it’s dark outside? Well, no. And that’s because you didn’t have the right tool to inspect these “creatures” properly. Thanks to Samsung S22 Series, which features enhanced Night Mode, things are about to change, allowing you to see the fun things that happen during the night, in epic details.
Conceived by the agency Mother London and directed by Matilda Finn via Biscuit Filmworks, Samsung’s 90-second-long video captures the darkness like never before. Filmed on the grounds of Hatfield House Estate, the fashion-forward video was shot entirely at night, showcasing the energetic rhythm of the night triggered by a man who, unable to sleep, switches the flagship smartphone’s Night Mode on. Suddenly, the darkness, teeming with well-dressed individuals, starts to manifest in fascinating details.
Commenting on the initiative, singer and songwriter Charli XCX, says: “That was one of the craziest films I have ever shot! Skipping in a farmer’s field, surrounded by sheep, in the middle of the night was definitely a new experience for me. This film is all about capturing the amazing and magical moments that happen when the sun goes down and celebrates the launch of the Samsung Galaxy S22 devices, which can capture incredible video at night.”
Designer Charles Jeffrey, continues: “The inspiration for my collections come from my love of alternative Subcultures abstract art and passion for music. This collaboration with Samsung and Charli XCX, to launch the Galaxy S22 Series, celebrates the dreamlike experiences and memories of nightlife culture and nights out with friends.”
“We are thrilled to partner with these two extraordinary creative forces to celebrate the launch of the new Samsung Galaxy S22 Series. Our new devices enable night photography and video capture like never before and Charli XCX and Charles Jeffrey have helped us create some of our most compelling and ground-breaking content yet. We’re excited to be exploring the world of fashion and pop culture through our devices, and this campaign will find a perfect home as part of our Innovation Tech Partnership with London Fashion Week,” concludes Alex Conaway, Head of Brand from Samsung UK.
Are you ready for a journey into the darkness and explore it through Samsung S22’s camera lenses?
Credits:
Client: Samsung
Agency: Mother
Director: Matilda Finn
PR Agency: Taylor Herring