What’s behind the tech that we all use every day? Turns out, it’s down to the micro miracles which Samsung Electronics are celebrating in their latest ad. To be precise (and precision really is the name of the game here), it’s semiconductors which are the nanoscopic, unsung heroes of technological progress. But how to go about telling a story that’s invisible to the human eye?
Tiny Tech: Giant Impact
Samsung Electronics worked with BMB and Cheil Worldwide to bring to life a brief focusing on the mighty power of the tiny semiconductor. They’re used in a huge array of tech applications – some of which are everyday and some are totally out of this world, from video calls to gaming or spectacular structures, and from cars to space rockets and satellites.
BMB’s in-house production wing CYLYNDR’s solution as to how to tell the semiconductor story was to demonstrate an array of their uses – but by building and filming miniature models, some of which were so small they could only be captured using a scanning electron microscope! Pollen grains, grains of sand, a salt crystal – a model satellite built for the ad was 22,000 times smaller than a real one, and featured details that were less than the width of a human hair.
Truly state-of-the-art equipment was required to film these microscopic marvels, so the team brought in 3D nanoprinting and embarked on a collaboration with photographer and ‘microscopist’ Stefan Diller. For action sequences including a woman making a mobile phone call, the team first had to scan actors in specific poses, then produce digital 3D renders. To print the models, there’s a process called Two-Photon Nanolithography: firing a controlled laser into polysensitive resin causes it to form a solid microscopic object and the intricate models were brought to life in phenomenal detail.
The team then captured the models in-camera using a scanning electron microscope which uses a focus beam of electrons that reflects off the model’s surfaces and captures dynamic moves using nanoflight®.
Go behind the scenes of the ground-breaking film to see the team in action and have your mind truly blown:
The film is accompanied by a delicate, trilling piano soundtrack, which pairs perfectly with the zooms into the micro models; the lightness of the track also balances up the male voiceover.
As Samsung say, ‘every dream, no matter how miraculous, begins on a microscopic scale’ and this ad embodies and brings to life that idea in incredible 3D. ‘State-of-the-art’ is a phrase that’s overused, but this time, it’s the only one that fits the bill.
Ad-spiration
Explore the best campaign work from other brands in our deep dives, from the top ads of 2022 to IKEA’s Wonderful Everyday campaign. Or check in on The Edit, for our pick of the ads each month.
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