Title	COLISEUM
Brand	SAMSUNG
Product/Service	CURVED UHD TV
Category	A01. ART DIRECTION/PRODUCTION DESIGN
Entrant Company	CHI & PARTNERS London, UNITED KINGDOM
Advertising Agency	CHI & PARTNERS London, UNITED KINGDOM
Production Company	PARK PICTURES London, UNITED KINGDOM

Name	Company	Position
Jonathan Burley	CHI/Partners	Executive Creative Director
Jonathan Burley	CHI/Partners	Creative Director
Micky Tudor	CHI/Partners	Copywriter
Monty Verdi	CHI/Partners	Art Director
Matt Cresswell	CHI/Partners	Agency Producer
Stephen Brierley/Claris Harvey	Park Pictures	Production Company Producers
Nathan Price	Park Pictures	Director
Ginny Loane	Freelancer	Dop Lighting Cameraman
Paul Hardcastle/Jonno Woodford/Robinson	Trim/Fusspot	Editors
Franck Lambertz	MPC	Post Production
Sam Ashwell	750MPH	Sound Design Arrangement
Emma Modler	CHI/Partners	Art Buyer
Gary Simmons	CHI/Partners	Account Supervisor
Ryan Colet	CHI/Partners	Account Director
Anthony Cox	CHI/Partners	Planner
Oliver Egan	CHI/Partners	Planner
Franck Lambertz	Freelancer	Cgi

Brief Explanation

This cinematic spot finds a modern day father and son in the middle of an ancient coliseum. A baying crowd and gladiators at the command of a despotic emperor surround them. Tension mounts. Then, at the emperor’s signal, the bloodthirsty warriors attack. Just as it seems their days are numbered, the father and son are transported back to their living room where we discover they have been completely immersed in the action while watching their cinematically curved UHD TV from Samsung. From the outset, the collective ambition was for the film to have a truly cinematic quality; indeed, for the conceit of the commercial to work, achieving this was absolutely essential. Realising the vivid, larger than life world of the coliseum in which our father and son find themselves was a multi-faceted achievement: from the array of different costumes, ranging from gladiatorial armour to opulent imperial robes, the numerous weaponry props and the creation and dressing of the coliseum itself, all combined to create a sum that looked truly epic and grandly atmospheric, far beyond the scale and scope of a conventional commercial.