Samsung Electronics released the second television advertisement in its global “Design Your Life” integrated campaign, which follows unique individuals as they bring their passions to life using GALAXY Note 3 and GALAXY Gear. The ad, entitled “The Developer,” combines classic storytelling, modern technology and striking audio and visuals to create a cinematic experience that illustrates Lionel Messi’s passion for the sport of soccer and the possibilities that are opened by an entirely new mobile experience.
Featuring the music of New Zealand pop star Lorde, as sung by a chorus of children, “The Developer” follows a mysterious character who enters an unnamed and desolate town with unclear motivations. As he moves through the grim and empty streets, the youth of the city become intrigued and begin to follow him. As the man winds through the twisted back alleys of the city, he uses his GALAXY Note 3 and GALAXY Gear to spearhead a secret proejct. He issues verbal orders into the GALAXY Gear upon his wrist, purchases an abandoned plot of land, authorizes an army of heavy equipment to begin building and watches abandoned buildings being demolished on the GALAXY Note 3 in his palm. The children eagerly watching the man begin to signal to their friends that something amazing is happening. As youths begin to emerge from their homes, they sprint to the construction site and arrive at a stunning new field. Standing on the field is Lionel Messi, the mysterious character, inviting them to a game of soccer.
The “Design Your Life” integrated campaign, created by Leo Burnett Los Angeles and Chicago, includes TV, print and online videos. The innovative campaign captures, through striking visuals and unique musical experiences, how the new GALAXY Note 3 and GALAXY Gear can enrich the passions of everyday life.
“Sweet Dreams,” the first film within the campaign, featured an impassioned young woman working to modernize her grandfather’s toyshop. In her pursuit to revive his business, she utilizes six distinct features from the new GALAXY Note 3 and GALAXY Gear to chase her dream. Captured through stunning cinematography, the inspirational story is set to singer-songwriter Annie Lennox’s hit “Sweet Dreams.”
