We created a global TV campaign for Samsung’s first Triple Camera phone with an Ultra Wide-angle lens. This allows you to see as wide as the human eye with a 120-degree field of view, so our idea was to show moments where the Ultra Wide shot reveals something weird or wonderful that the user was missing in standard frame.

Now the painful part - after presenting 154 scenarios to client, our scenes were whittled down to the four. (I'm still sore that my grizzly bear scene got cut).

We were initially briefed to be brave enough to take on Apple, but also pushed to feature the phone and the reaction of the user as much as possible. Despite the crazy approval process, a maverick director who went rogue on the shoot in Vietnam and a production deadline that made our first TV producer quit, the client loved the ad.