Samsung // Life in HyperReal

ICO’s concept was to show real life situations in unusual manners – as a metaphor for the new high-quality viewing experience. The Samsung spots had their premiere at the CES in Las Vegas.

Narrative:
We see a close shot of a sleek and shiny metal bolt standing upright in front of a brushed stainless steel background. The high contrast lighting accentuates the highlights of the metal. The metal bolt is standing in a pool of an exotic black liquid (ferrofluid)…