Samsung wanted to change the way users experience mobile gaming with their next-generation Exynos 2200 mobile processor with a film that could harness the graphic codes of the gaming world. With a history in creating next level advertising for some of the biggest names in gaming, The Mill created a world that blends the traditional market of games and the underground market, illustrating Samsung’s promise to deliver the same quality of gameplay on it’s mobile console.
The film is the result of a new collaboration with Director Matthijs Van Heijningen (The Forgotten Battle, PMU, Canal+). In collaboration with agency BBH London and production company, MJZ London, The Mill Paris created a gallery of characters (Robot, Rabbit, Alien…) that immerses us in the electrifying world of video games.
The Rabbit is inspired by the character of Alice in Wonderland and links two distinct worlds, that of the old video games represented in the traditional market and that of the more recent games, illustrated by the underground market. In the first world, we find distant references to Tetris or Pac-Man, especially in the pixelated fruits sold on the market. In the second one, we enter into more realistic and accomplished games, in which the anthropomorphic characters transport us into a virtual world. This parallel between the two worlds illustrates the strengths of Samsung’s Exynos 2200 mobile processor, which promises to deliver the same quality of gameplay on your phone as on a console.
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