The new campaign for Samsung’s Beat DJ is a wacky and wonderful illustration of the phone’s totally unique offerings. Beat DJ places the user’s digits in control of their music with the ability to add a whole wealth of DJ effects with a tap of the touch screen. In these just-launched spots, a giant finger literally inserts itself into the music making process, as it becomes a new addition to Blacintosh and Chester French, who find the addition simultaneously confusing and compelling to great effect.
Director Paul Hunter tapped the editorial talents of David Checel from Cut+Run for the project via UK agency Beattie McGuinness Bungay. The duo previously collaborated on an Orbit “Droppin’ 35” viral video and Dr. Pepper/Dr. Dre.
“From the live action shoot featuring a man in a finger costume, to the complex edit needed to synch the CG finger’s action with each music track, this project was infectious and bizarre in the best possible way,” says Editor Checel. “Paul and I worked together to find moments that strike a balance between the band being annoyed and enjoying the finger’s antics. From an editor’s standpoint, it doesn’t get better than that.”
Cut+Run is a boutique editorial company with locations in Los Angeles, New York, and London. The award-winning shop features a diverse roster of talented editors who contribute their vision and skill to commercials, film and music videos. With an emphasis on client service, Cut+Run operates under a ‘borderless’ philosophy making its editors available to work anywhere. Editors can also cut on set wherever projects are shot.
Rushes is a world leading post production facility who work to the highest technical specifications, including the latest versions of Flame and Smoke. Rushes offers the most up-to-date and comprehensive range of high end creative services including world class Telecine, VFX, Motion GFX and 3D/CGI departments. The talented Rushes creative team excel in project management, media consultation services, shoot supervision and creative solutions across the commercials, music promo, broadcast, corporate and feature film markets.
An extension of Rushes’s commitment to the industry is the Rushes Sholo Shorts Festival, launched to support film making talent. It’s one of the most popular and important events on the festival cirecuit and is highly regarded throughout the industry.
Beat DJ 2 X :30
Airdate: June 2009
Agency: Beattie McGuinness Bungay
Creative: Matt Doman
Creative: Ian Heartfield
Agency Producer: Denise Robinson
Prod Co: Prettybird / Sonny
Director: Paul Hunter
Line Prod: William Green
Editor: David Checel
Asst. Editor: Sean Stender
Post Producer: Carr Schilling
Managing Director: Michelle Burke
VFX Prod: Allison Wendt
Music: Blacintosh, “Wipe Out”
Music: Chester French, “She Loves Everybody”