The Audience Experiment
When Samsung asked for a Cinema Spot Experience to unveil their latest and greatest flagship phone, they got a lot of blue sky ideas. Even from me—I pitched a green-screen entrance experience where you would crouch down and hand an SIII phone to an imaginary James Franco. You would then be magically beamed into a real movie starring James Franco (and you) where you are on top of a moving vehicle, handing the SIII to James—driving inside an adjacent car... anyway. They did a 3D crowd game.
But, when it came to the spot that would play in theaters (after they realized in-theater motion detectors and cross-theater interactions were a bit too spendy), it was I who came forward with the winning formula.
We called it The Audience Experiment. It was the answer to: "How do we make a flat sopt feel interactive? Can we have the audience participate so they feel the power of the new SIII? What can we do to sell the sharing features to an unengaged audience? etc...?"
When you play the clip, you'll see just how we did it. We also ended up making it reek of cool. Samsung is a hipster, come to find out.
When Samsung asked for a Cinema Spot Experience to unveil their latest and greatest flagship phone, they got a lot of blue sky ideas. Even from me—I pitched a green-screen entrance experience where you would crouch down and hand an SIII phone to an imaginary James Franco. You would then be magically beamed into a real movie starring James Franco (and you) where you are on top of a moving vehicle, handing the SIII to James—driving inside an adjacent car... anyway. They did a 3D crowd game.
But, when it came to the spot that would play in theaters (after they realized in-theater motion detectors and cross-theater interactions were a bit too spendy), it was I who came forward with the winning formula.
We called it The Audience Experiment. It was the answer to: "How do we make a flat sopt feel interactive? Can we have the audience participate so they feel the power of the new SIII? What can we do to sell the sharing features to an unengaged audience? etc...?"
When you play the clip, you'll see just how we did it. We also ended up making it reek of cool. Samsung is a hipster, come to find out.
The phone number you see displayed led people to a voicemail that was updated by Jim and continued the story. People had the opportunity to leave Jim a message and Samsung the opportunity to listen to responses. A nice little Easter egg.
