Samsung unveils its new film ‘Playtime is over’

With the global launch of its next-generation Exynos 2200 mobile processor, Samsung aims to change the way users experience mobile gaming through a film inspired by the world of video games.
Work January 20, 2022

The newly launched console will deliver an enhanced gaming experience and performance to users through the integration of a GPU inspired by the PS5 and Xbox One. To showcase its new film, “playtime is over” technological assets, the Korean manufacturer wanted a film that would harness the graphic codes of the gaming world.

Set inside a retro-futuristic market,  a woman makes her way through the dusty stalls where sellers offer her all sorts of antique and pixelated products before a strange rabbit draws her towards the black market, where a whole underground economy is hidden. Aliens, humanoids, and robots entertain themselves and take part in all kinds of illegal sales. But in this kind of place the tension can quickly rise…

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/Mikros MPC 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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Matthijs Van Heijningen :
MJZ London:
Film Producer: ME 
DOP: Joost Van Gelder
BBH London:
Editor: Rich Orrich
Creative Directors: Phil Holbrook & Stu Royall
Creatives: Wil Maxey & Elliott White
Senior Account Director: Sam Hardy
The Mill/Mikros MPC
VFX sup:  Laurent Creusot   
VFX Prod: Nicolas Huguet  
CG lead: Guillaume Dadaglio  
Flame artist: Damien Canameras 
Concept artist: Nathan Lucas 
Executive Producer: Fabrice Damolini 
Colourist: Philip Hambi
Colour Producer: Edwin Elkington
Sam Ashwell (750_mph) :