Samsung - "Way Out"

Leo Burnett Israel

Leo Burnett Israel Bnei Brak, Israel

1606

Brand: Samsung
Country: Israel

Advertiser: Samsung

Title	Way Out
Agency	Leo Burnett Israel
Campaign	Way Out
Advertiser	Samsung
Brand	Samsung
Date of First Broadcast/Publication	2022 / 3
Business Sector	Consumer Electronics & Audio-Visual
Philosophy	Samsung and Great Guns director Tal Zagreba continue their collaboration with a punchy new campaign, ‘Way Out’. Aimed at Gen Z, the film showcases Samsung’s ecosystem range - launching the teens through a portal of escapism and self-expression. Set to the track of ‘No Way Out’ by Escapism, the spot from Leo Burnett Israel features a series of vignettes exploring Gen Z life. As teens hunt hungrily through a supermarket, experience first loves, and wreak havoc at a party, Samsung’s ecosystem products are integrated into each situation seamlessly, highlighting their racing heartbeats, showing them the way to their next rave, and letting them share intimate moments through music - or get lost in a world of their own. The common thread through it all is a palpable atmosphere of youthful energy, uninhibited and uncompromising. In approaching Great Guns’ Tal Zagreba, Samsung knew they wanted to appeal to Gen Z but allowed the director free reign to take it in the direction he wanted. Opting to convey a feeling rather than overtly selling a product, Tal decided to craft an authentic depiction of the target market without flattery or exaggeration, capturing on film the impulsive essence of the new youth as dark, passionate individuals. As they make their core memories, Samsung’s products are there all along, fitting comfortably by their side and enhancing the experience. In terms of camera work and aesthetics, the film aims to show the world through the characters’ eyes - not to judge, but to simply experience. To do so, Tal combined retro, grainy footage with a chaotic, boundless camera, staying as close as possible to the visual language the protagonists themselves would use. Carrying this authentic approach forward to the casting process, Tal sought actors that truly reflected the characters they would represent. Enlisting electric, mysterious, carefree individuals, Tal’s deepest intention was to create intimacy between them and the camera by getting to know them as people first. The result had the actors feeling confident to utilise the film as a platform to express themselves and the essence of a generation, without filters or censorship.
Media Type	Digital
Length	56 seconds
Market	United Kingdom
Soundtrack	“No Way Out” by “Escapism”
Production Company	Great Guns
Head of Marketing	Ronen Salem
Marketing Manager	Zach Ben-Ari
Chief Executive Officer (CEO)	Imi Eiron
Chief Creative Officer	Ami Alush
Creative Director	Oren Ben Naim
Creative Team	Dror El-Al
Creative Team	Olga Vorobieva
Agency Producer	Menny Zarhia
Account Supervisor	Shiran Feldman
Account Supervisor	Tom Eshel
Account Manager	Noam Cohen
Marcom Director	Eva Hasson
Production Company	Gigi Productions
Director	Tal Zagreba
Executive Producer	Gigi
Producer	Tzuri Kedem
Director of Photography (DOP)	Roman Linetsky
Gaffer	Lee Klein
Production Designer	Adam Gazala
Wardrobe / Stylist	Noa Nozik
Grip	Moshe Bukman
Offline Editor	Shahar Beeri
Online Studio	V01 STUDIO
Post-production Producer	Amit Grant
VFX Supervisor / VFX Artist	Yoni Shahar Ben Artzi
VFX Artist	Amit Bensangi
Colorist	Imri Agmon
Music Producer	Daniel Shemer
Mix & Mastering	Daniel Anglister
Assistant Editor	Omer Leshem