Shotopop Gets Creative Quickly for Samsung
Advertising, as a form, is always evolving. Audiences are captive, but don’t want to be preached to. They want to be engaged. It’s not enough to list features anymore, consumers are looking to connect with products the way they are able to connect with anyone online, or the world around them. Devices should fit seamlessly into their lives and enable them to reach their goals, not represent another pile of metal and electricity they’re liable for.
When Shotopop took on Samsung’s latest spot, “Ready, Set,” for The Note, they were tasked with finding the inherent contrast that exists within portable technology. The new Note, a large touch screen phone, has infinite applications, and everyone uses it in a different way. For the sake of this project, they showed the happy contrast between two worlds, and how those worlds happily coexist. The advertisement shows off how The Note can be used in a host of situations to help users be creative, be engaging, and be productive. It uses the age old catalyst, “Ready, Set, Go!” as a stepping stone into richer, more nuanced endeavors,. The animation and design house took on the task of designing the typography for the spot, using two very different aesthetics.
First, for the “Ready, Set” designs, they went with something graphic and strong. “Samsung wanted to keep the whole creative thing going, but also it’s business and serious, so that was the more corporate and techy clean and modern,” says Casper Franken, Producer at Shotopop. “For the other words the focus was to be as creative as possible and just do something wild.” It’s exactly what it sounds like. Shotopop was given free range to go as big as they could. The animators quickly put together some concepts (the timeline was condensed), and as soon as the basic images were approved, Shotopop got animating. What you see is the fruits on that initial exploration.
The focus of this campaign isn’t just to sell the Note, but to show potential buyers that they can use the Note to operate in new, easy ways. With encouragement built into the spot like “Win, Write, Go Big, Create,” the message is clear: be active. This advice was not lost on the folks at Shotopop. In fact, because they were working so hard and quickly on the project, they didn’t have a chance to do anything else. “It was reasonably easy because we were given an almost complete freedom to do anything that relates to the word,” Casper says with a laugh. “We didn’t have time to fail or think about it.” In fact, right before the spots were set to be completed there was a creative change, and Shotopop made some very quick seamless adjustments, but we bet you can't tell.