Filmmaker’s “Bad Idea” Becomes One-Of-A-Kind Samsung Commercial
Made in collaboration with Samsung, filmmaker Max Joseph turned his "bad idea" for a car advertisement into animated art
Filmmaker and television personality Max Joseph, best known for his work on the MTV series Catfish, partnered with Samsung for a unique car commercial that takes his so-called “bad idea” and turns it into something pretty cool.
The ad was inspired by highway dividers, which can be found in the median of many roads. Joseph says when he looked at these dividers they reminded him of a flip-book, where moving images are created by flicking through the pages. He thought it would make a great car commercial if someone could actually put art on these dividers and shoot them, but for years he couldn’t find any car company willing to agree to the idea.
When he presented it to his friend and fellow filmmaker Casey Neistat (best known for his work on YouTube), he was told is was a “bad idea for a car commercial.” Later on however, Neistat told Joseph that Samsung might be interested in the idea, as long as he agreed to shoot it on one of their phones. The final ad documents the pair’s creative process of shooting the complicated sequence, which included the difficult tasks of finding a road long enough, to getting an artist to agree to the ambitious project.
The end result, however, is pretty marvelous, and plays out almost exactly like a flip-book, only that instead of being drawn on paper and controlled with one’s thumb, the images here only move when driven by at the right speed. The project eventually came to encompass multiple U.S. cities, starting in Brooklyn before heading through Chicago, and ending in Los Angeles. Check out the full video below.
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