Samsung focusses on photography

Samsung has launched a new creative platform called ‘Inspired by a True Photo’ that both champions real-life consumer photos and uses them as the start of a creative journey. 

By celebrating the different ways in which a single photo can inspire diverse cultural art forms, such as cinematography and music, this new concept, developed by Mother London, takes the smartphone camera into a new era of creativity. 

“Everyone can claim to have a great camera in their pocket but it’s not just about the megapixels or the perfect framing; we believe it’s what you do with the photo that counts," said Sharon Hegarty, Marketing Director, Samsung Electronics UK & Ireland. "We want this new concept to focus in on the people behind the camera, because at Samsung, we believe they are the next big upgrade.”

The first piece of content inspired by a true photo is a TVC directed by Somesuch's Sam Hibbard, called Onions. Based on a real-life photo of a sack of onions taken on a Samsung smartphone, the advert expresses the raw human emotion that can be unleashed from a beautifully shot, yet achingly simple, photograph. 

"Rarely are we given the creative freedom to seek inspiration from things that may usually pass us by," said Hibbard. "A photo of a bag of onions is just that, a bag of onions. Until you think about the way this ubiquitous veg is a cultural connector, can elicit emotion, and has the potential to bring people together. Every creative choice I made in the advert was purposeful and took inspiration from the photo and showed me that we can seek inspiration in the things that we encounter in real-life, every day.”