We are used to seeing Swedish supermodel Elsa Hosk in the very forefront of the fashion and modeling world. In BLCK’s latest campaign for Samsung, she walks the catwalk in a dreamy environment that can be described as both futuristic and brutalist. The creative idea is a world where nothing is obvious and the agency’s ambition is for viewers to associate the campaign with Alice in Wonderland, that anything can happen.

– Samsung’s brand purpose ‘Do what you can’t’ is about pushing the boundaries of what is possible – and that is exactly what the Galaxy Z Flip does with its innovative form and revolutionary design. Since the design factor is an important part of the product, the collaboration with Elsa felt obvious, says Sargon Demirdag, Head of Marketing, Mobile, at Samsung in a comment.

In the film, we see how Elsa Hosk breaks the law of nature by stepping up a wall with a shrug and continuing her walk upwards, towards an imaginary sky. When zoomed out, we see that the wall is not a wall at all, but the upper half of the screen of a folded Galaxy Z Flip.

Original text in Swedish by: Andreas Rågsjö-Thorell, Resumé, 2020

CREDITS

• Agency: BLCK, 2020
• Claes Carnefeldt, Client Director
• Therese, Production Manager
• Markel Ahlenius, Art Direction
• Petra Backström, Copywriter
• Peter Cederqvist, Director – STHLM Film
• Ted, Post Production – STHLM Film
• Marcus Kurn, Photography
• John Doe, 3D Production