Samsung // Life in HyperReal

ICO has been commissioned by Digitas to develop and direct five commercials for Samsung. The clips aim to show the benefits of the “Life in HyperReal” campaign for Samsung high-end TV monitors.

Narrative:
The film starts with a close shot of hands drumming – the traditional introduction to a Capoeira bout. We see two Capoeira fighters in their traditional dress moving in their start positions.