Samsung
A ground-breaking campaign with tech at its core.
The brief
Samsung's Galaxy Z Fold 3 teamed up with Founders Forum Rising Stars for a groundbreaking campaign – 'Curiosity Unfolded,' showcasing tech entrepreneurs pitching to a Dragon's Den-style audience of children.
Directed by award-winning Liz Unna, our hero film captured entrepreneurs using the Fold 3's folding feature to present their ideas to inquisitive kids, reminiscent of a junior Apprentice.Shot over three days in London and Essex, the film ingeniously integrated Samsung tech into the set, with a creative split-screen approach highlighting the entrepreneurs and kids. We produced 33 additional supporting videos for social media, local press, and media partnerships with the Independent and Evening Standard. Despite the challenge of working with children and non-actors, our collaborative efforts resulted in a remarkable campaign that exceeded expectations, brilliantly executed by Be The Fox and RAPP London's creative teams in collaboration.
“They say you should never work with children and animals (possibly even drones). But Be The Fox managed to capture really strong performances from a group of six year olds, three entrepreneurs (and a drone) effortlessly – quite a challenge considering we had to shoot in multiple locations and the talent weren’t actors. Diana, Liz and the team were a great bunch to work with, in a collaborative way. They saw our vision and the outcome was superb.”
Stephen 'Sid' Gordon, Creative Director, RAPP
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