SAMSUNG A-LISTER PROJECT: PRINCESS & PEPPERNOSE
A unique love story requires a unique launch story. Leading a multi-disciplinary creative team, alongside strategy, media, connections, and social strategy teams at R/GA, we launched the Samsung Galaxy S21 as part of a very special partnership with RSA films and acclaimed Oscar-winning director Joe Wright (Pride & Prejudice, Atonement, Darkest Hour). For this first-of-its-kind collaboration, Wright and RSA films were given complete creative control of the project to show off the filmmaking capabilities of the Galaxy S21 Ultra 5G phone, resulting in this passion project of a folk tale fantasy called "Princess and Peppernose," filmed entirely on the Galaxy S21. Through the entire team's creativity, innovative thinking, and social content creation expertise, we were able to architect a full cinematic ATL and social campaign including social and online trailers, BTS content, social content on IG, TikTok, Spotify, DOOH (US & UK)), global film festival screenings and a cinema launch.
PRINCESS & PEPPERNOSE Trailer
Shooting during lockdown with production from Ridley Scott’s RSA Films, the cinematography from Wright’s regular collaborator and Academy Award-nominated DP Seamus McGarvey (Anna Karenina, Atonement), and in collaboration with members of theatre company Kneehigh, Princess & Peppernose was born from Wright’s love of puppetry and wanting to explore a new creative challenge.
Released just ahead of Wright’s feature Cyrano (Haley Bennett, Peter Dinklage, Ben Mendelsohn), Princess & Peppernose was screened in Times Square
and Piccadilly Circus, as well as online platforms like YouTube. Filmed #withgalaxy, the 20-minute groundbreaking short film uses puppetry (Wright's parents ran
the U.K.'s first dedicated puppet theater), dance, and shadow play to tell a fairy-tale-like story, in a new dark & comedic spin on the "Gingerbread Man”.
<<< SCROLL DOWN TO WATCH THE FULL FILM + BEHIND THE SCENES >>>
To create even more awareness and social buzz around the launch and to further showcase the cinematic superiority and night mode features of the Galaxy S21, we created a Tik Tok Karaoke campaign based on the original songs in the film. Treating this film launch like a true feature film gave the Samsung brand true credibility and social capital in the entertainment space. It also elevated Joe Wright’s mission of inspiring creativity and imagination regardless of whether you have a high-budget film studio behind you or your very own Samsung device to bring it to life.
