Samsung Galaxy Helps 13-Year-Old Olympic Skateboarder Connect
At 13, skateboarder Sky Brown will become the youngest British athlete ever to compete at the Olympic Games. Under normal circumstances, she'd have a large group of friends and family along to provide support, plus scores of fans rocking stadiums to cheer her on.
This year, however, owing to pandemic concerns, spectators have been barred from the Tokyo Games, and athletes' entourages will be kept to a minimum. Even so, technology helps provide connection, comfort and cheer on a global scale.
Samsung will provide mobile phones to to all 17,000 Olympic and Paralympic competitors. In this short film from The Community, Brown makes good use of her Galaxy S21 5G, sharing the love from thousands of miles away as she prepares to face the biggest challenge of her young life:
"Sports are inherently emotional—you're cheering, celebrating wins, grieving loses with each other and with athletes," Marcelo Padoca, executive idea director at The Community, tells Muse. "But this year we can't all be together. So, the spot is a story about people being brought together over great distances by Samsung, giving them the experience that's just like being at the Games in person."
"We wanted to show that we'll all be together, even though we're apart," Padoca says.
Such notions capture the enduring spirit of the Games, casting Samsung in the best possible light.
With skateboarding making its Olympic debut, sponsors are rolling big with the sport, which appeals to a youthful and often hard to reach demographic.
CREDITS
CLIENT Samsung
PROJECT NAME "Be there" 2020 Tokyo Olympics and Paralympics
the community
Founder & CCO Jose Molla
VP, Executive Creative Director
Executive Creative Director
Roger Baran
Marcelo Padoca
Executive Creative Director Fernando Reis
Associate Creative Director Federico Diaz
Associate Creative Director Juarez Rodrigues
Art Director Manfred Kruger
Group Strategy Director Anthony Mariello
Global Strategy Lead Ed Tsue
Associate Connections Director Amilynn Soto
EVP, Global Business Lead Publicis Groupe Radim Svoboda
SVP, Global Account Director Vesna Siftar
Senior Brand Lead Adam Caron
EVP, Head of Integrated Production Laurie Malaga
SVP, Executive Producer Scott Kemper
Business Affairs Priscilla Houlihan
PRODUCTION COMPANY
Production Company Reset
Directors Us
President Dave Morrison
EP & Director of Production Megan Moore
Producer Robby Mooring
EDITORIAL
Company Cabin Edit
Editor Robert Lopuski
Executive Producer Adam Becht
Producer Mary Stasilli
VFX
Company MPC
Sr Executive Producer Camila De Biaggi
Producer Colleen Valentino
Creative Director Alvin Cruz
2D Lead Thiago Porto
3D Lead Jessie Amadio
COLOR
Color Company Company 3
Colorist Joseph Bicknell
Color Executive Producer Ashley McKim
Color Producer Julia Paskert
MUSIC
Company KOM (Kay/Oskwarek Music)
Composer Philip Kae
MIX & SOUND DESIGN
Mix Company Ballad
Audio Mixer & Sound Design Philip Nicolai Flindt
Executive Producer Gregers Maersk Moeller
