Behind the Scenes of Samsung’s Micro Miracles Campaign
Samsung is one of the world’s leading manufacturers of semi-conductors – the microscopic bits of technology that exist on almost everything aspect of modern life but are so small we hardly know they are there. For a recent campaign, Micro Miracles, which won the much-coveted Brand Impact Awards Best of Show: Campaign award, ManvsMachine showcased these incredible pieces of technology by using the same techniques Samsung use to make the semiconductors to create a short film. The result is a groundbreaking spot that tells the story of technological progress through a series of nanoscopic dioramas, capturing incredible detail at one-60th of the width of a human hair.
How did you decide on the technological innovations you wanted to focus on?
Mike Sharpe: When we first read the script, we assumed that it was going to be done in CG. However, when we spoke with the agency (BMB) it turned out they wanted to do it for REAL and had already been researching whether it was possible. From that moment, we knew we wanted in and even at pitch stage BMB put us in touch with the technical partners that we needed in order to figure out the process – which was quite a crash course in nano-technology! As for the ’technological innovations’ showcased in the film, this was all part of BMB’s script – our job as directors was to work out how we could move from scene to scene in one flowing sequence.
How did you create these tiny models?
Damon van Drimmelen: Once we had all agreed on the scenes, we went about creating the models in various ways. For the scenes with people, we cast actors and used photogrammetry to capture their poses and then worked them into 3D models along with any extra elements such as a rock, bean bag or car. Other models, such as the rocket, the solar farm and the satellite, were sourced and then adapted and all of them then had to go through the process of converting the geometry to be 3D printed at such a small scale.
How did Stefan Diller help you bring your vision to life?
DvD: Stefan was vital. Traditionally, scaling electron microscopes (SEMs) only create still images, but his one-of-a-kind Nanolight system allowed us to create camera moves around the models. It’s a meticulous process, akin to stop motion, and he painstakingly recreated each shot from our animatic over a number of weeks.
What challenges did you come across in this project?
DvD: There were so many challenges operating at such a tiny scale and many obstacles to overcome. The fact that all the models had to be freestanding was a challenge both for printing perspective, as well as making sure they didn’t collapse or get damaged during the printing process, and also the fact that we had to work with objects that were smaller than a human hair and still get them to look like they were in real life.
What’s your favorite part of the finished work?
MS: We used the actual data from the SEM to show the scale in the UI graphics and it still blows my mind when I watch the film just how small the sculptures were. I’m beyond proud that we managed to do it for real and to have made a film in the nanosphere is utterly bonkers!
How do you think this identity helps Samsung stand out?
MS: Samsung is a company that needs to constantly innovate and be at the forefront of technology; films such as this that are truly groundbreaking support that company ethos in an engaging way. The fact that the creative approach is so neatly woven into the product itself is a genius move on the agency’s part and full credit to BMB for having such a brave idea in the first place!
What’s the feedback been like so far?
MS: Generally people can’t believe it was done for real and that’s testament to just how insane it all is! It was a real labor of love and took a long time to make so it’s really gratifying to see it getting so much love and picking up awards.
How does it feel to win the Best of Show (Campaign) at the BIAs?
MS: Such an honor. We knew we had won Gold but to win Best of Show too was an unexpected thrill and I couldn’t be prouder of everyone who worked on the film. Thanks BIA!
Q: What was the process of creating the tiny models like?
A: We used a combination of photogrammetry and 3D printing to create the tiny models. We cast actors and used photogrammetry to capture their poses and then worked them into 3D models along with any extra elements such as a rock, bean bag or car. Other models, such as the rocket, the solar farm and the satellite, were sourced and then adapted and all of them then had to go through the process of converting the geometry to be 3D printed at such a small scale.
Q: How did you overcome the challenges of working at such a tiny scale?
A: There were many challenges, from making sure the models didn’t collapse or get damaged during the printing process to working with objects that were smaller than a human hair. We had to be very patient and meticulous in our approach, and it took a lot of trial and error to get it right.
Q: What’s the impact of this campaign on Samsung’s brand?
A: We believe that this campaign has helped to further solidify Samsung’s position as a leader in the technology industry. The campaign’s innovative and groundbreaking approach has generated a lot of buzz and attention, and has helped to showcase Samsung’s commitment to innovation and excellence.
