| Title | COLISEUM |
| Brand | SAMSUNG |
| Product/Service | CURVED UHD TV |
| Category |
A05. EDITING |
|
Entrant Company
|
CHI & PARTNERS London, UNITED KINGDOM
|
|
Advertising Agency
|
CHI & PARTNERS London, UNITED KINGDOM
|
|
Production Company
|
PARK PICTURES London, UNITED KINGDOM
|
Credits
| 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.
Delivering a cinematic experience within the duration of a standard TVC was central to the execution of the creative conceit and presented a not inconsiderable challenge in the edit; beyond giving that sense of scale was the need for exposition, creation of a narrative arc, building of dramatic tension and incorporating tonal nuance– from the nerve-wracking moment that we await the despotic emperor’s decision to the humorous cut-away just moments later to the father’s biscuit dropping into his tea. All the work that had gone into creative development and the production process was brought to fruition in the edit, the end result being an exciting, suspenseful, dramatic and comic spot that’s truly epic.