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Alpacas Get Funky New ‘Dos in Samsung’s Playful Galaxy Note 10 Campaign – Adweek

Samsung has found a curious yet amusing way to show off some of the features of its Galaxy Note 10 smartphone, which made its debut last month.

In a campaign created by BBH New York, a young woman has an epiphany after stumbling across some alpacas for sale. With help from her trusty Galaxy Note 10, she’s able to single-handedly create the next big thing in fashion: alpaca-inspired neon hairstyles.

Throughout the ad, we see her use the phone’s capabilities, like its S Pen handwriting-to-text feature, to bring her idea to life.

According to BBH New York, which is part of the Publicis team that works on the Samsung account, the agency was tasked with providing a “different approach in the technology category” for the phone’s launch campaign. 

“We wanted to demonstrate all the seriously high tech and unique product benefits the Samsung Galaxy Note 10 offers in a fun and memorable way,” Jonathan Mackler, executive creative director at BBH New York, said in a statement. “Our goal was to bring spontaneity and a sense of humor to the brand messaging, elevating Samsung and separating it from what is traditionally a cold, feature-focused tech world.”

Pio Schunker, Executive Vice President, Head of Global Brand Marketing, Mobile Communications
Sonia Chang, Vice President, Global Brand Marketing, Mobile Communications
Luciana Kim, Director, Global Brand Marketing, Mobile Communications
Yoonie Park, Senior Manager, Global Brand Marketing, Mobile Communications
Lawrence Kang, Manager, Global Brand Marketing, Mobile Communications
Youngeun Kang, Manager, Global Brand Marketing, Mobile Communications

Agency: BBH NY
Chief Creative Officer: Gerard Caputo
Executive Creative Director, Head of Creative: Jonathan Mackler
Creative Director/Copywriter: Lucas Bongioanni
Creative Director/Art Director: Jackie Anzaldi
Associate Creative Director/Copywriter: Liz Loudy
Head of Production: Brooke Kaylor
Executive Producer: Jason Souter
Director of Business Affairs: Librado Sanchez
Managing Director: Brett Edgar
Group Account Director: Dan Wallace
Account Supervisor: Lucie Kittel
Account Manager: Cris Flores
Associate Account Manager: Becky Tanner
Group Strategy Director, Managing Partner: John Harrison
Comms Strategy Director: Zack Green
Project Manager: Cameron Wells

Production Company: MJZ
Director: Nicolai Fuglsig
Executive Producer: Emma Wilcockson
Line Producer: Alicia Richards
Director of Photography: Joost van Gelder
Production Designer: Dan Betteridge
Editorial: Rock Paper Scissors
Editor: Adam Pertofsky
Executive Producer: Eve Kornblum
Post Producer: Lisa Barnables/Julianne Cort
Asst Editor: Ayssa Oh/David Bryen/Christian Oreste
Visual Effects: The Mill
Executive Producer: Andrew Somerville
Senior Producers: Mandy Harris, Colin Blaney
Producer: Sue Yee Hubbard
Project Coordinator: Will Jellicorse
Production Coordinator: Roberto Herrera

Creative Director: Nathan Kane
CG Shoot Supervisor: Ruben Vandebroek
2D Shoot Supervisor: Chris Mortimer
2D Lead Artist: Jeff Robins
2D Artists: Taner Besen, James Cudahy, Lucia Hill Barroso, Andrew Emmerson, Sungeun Moon, Andre Vidal, Fabien Coupez, Matthew DeFranco, Ari Reisner, Roger Cerqua, Aravind Mani, Gangadharam Raja, Maheshwaran Chandrasekaran, Mangesh Borkar, Nehal Desai, Samarendra Lenka
Paint Artists: Jhoshidh T, Madhana Gopala, Pradeep Kumar Rawat, Rahul Bhardwaj, Yogesh Sarwa
Tracking Artists: Pabitra Kumar Sahoo, Verru Ramesh, Yalamarthy Ganga Raju, Ayush Bajoria, Gokul Navaneethan, Karthik Viswanathan, Manoj Ravi, Murali, Krishna Reddy, Raj Kumar M, Sathyaraj A
Matte Painting: Charles Lee
Design: Laura Nash, Dom Han
Telecine: The Mill
Colorist: Adam Scott
Audio Mix: Sound Lounge
Mixer: Tom Jucarone
Executive Producer: Alicia Rodgers
Music: “Apache” Incredible Bongo Band / Grandmaster Flash remix

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