Smyle produces innovative mini-movie for Samsungā€™s ā€˜House of Surprisesā€™ campaign

Smyle produces innovative mini-movie for Samsungā€™s ā€˜House of Surprisesā€™ campaign

Smyle worked with Samsung Europe on the new ā€˜House of Surprisesā€™ campaign, a ground-breaking mini-movie that showcases Samsungā€™s latest connected ecosystem products. ā€˜House of Surprisesā€™ is the latest iteration of Samsungā€™s ā€˜Life Unstoppableā€™ series, which launched last year using Unreal Engine. This year the mini-movie is themed around ā€˜connected livingā€™ and draws on techniques from the entertainment industry, including theatre, film and television.

It tells the story of a quirky family called ā€˜The Unstoppablesā€™ and is set in their Bohemian-style, distinctive European home.

The story commences at the exterior of the house, created using CGI, while the interior was built in real life, emulating a movie set, and featuring real Samsung products that become part of the storyline. The facade raises to reveal the hallway, with the viewer invited to join the family for one morning, exploring six different rooms in the ā€˜House of Surprisesā€™, where family members are seen preparing for an important event later that day.Ā  Each room showcases a collection of Samsung products, brought to life by both the family and Samsung spokespeople, highlighting their passions and reflecting the ā€˜Life Unstoppableā€™ message. The rooms are stitched together with a series of vignettes that demonstrate the real-life use of Samsungā€™s cutting-edge products and innovations, from washing machines, to steam ovens and vacuum cleaners, and from televisions to phones and wearables.

Viewers are able to interact with the products and the story on a number of levels. By clicking on ā€˜open AirDresserā€™ in the bedroom, one of the cast members walks in and opens the Samsung AirDresser, before exiting, highlighting the product benefits. Viewers can also click other hotspots that enable them to alter their view and request tailored content and additional product information. Smyle additionally created various hotspots through the house to enable consumers, who can view the experience on fromthe 18th October, to click and purchase the specific products from their local Ā store. This combination of experiential marketing, storytelling and e-commerce provides an altogether different approach to online consumer engagement.

ā€œJust as we did with Life Unstoppable in 2020, we have re-invented the digital event format, fusing storytelling and entertainment. Weā€™re able to elevate the experience to one that is interactive, fun and unexpected, placing ā€˜guests to the houseā€™ at the centre of the narrative, and giving them the opportunity to explore the products in real-life. The interactive elements in combination with all the other techniques, and the ability to provide this as an e-commerce platform challenges the status quo of how product launches can engage audiencesā€.
Matt Margetson, Innovation Director at Smyle

For the filming, Smyle partnered with Director Jel Groman at Free Turn, and together created and produced a charmingly detailed storytelling movie filled with nuanced production design elements and visual cues. Smyle were also responsible for the consumer experience of Life Unstoppable, from the creative ideation through to implementation. This included developing the user journey, digital technology stacks, art direction, set design, filming, video production, VFX and motion control.

Smyle also managed live, hosted, one-to-one partner meetings direct from the physical set, with brand ambassadors showing partners around the house. The agency was also responsible for invitation and registration logistics around the experience.

Life Unstoppable: House of Surprises was unveiled to retail and industry partners and the media on 12 October, with the movie publicly available across 17 European countries via from the 18 October.

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Published: October 2021