updated 05:56 am EDT, Fri August 24, 2012
Samsung promo highlights inspiration by nature
Samsung has put together a promotional video for the Samsung Galaxy S III that instantly recalls the product promos that Apple issues to accompany its product launches. The video features a number of the product designers from the Galaxy S III adding their thoughts on the depth of their design inspiration and how they drew from nature in the design of the product, through to the user experience. The timing of its release is also interesting, with the jury still out in the trial between it and Apple, it as though Samsung is trying to highlight the independent thinking and effort exerted in creating the Galaxy S III.
However, as much as as the Galaxy S III may be unique in its design approach, the whole tone and style of the clip, particularly when the music begins, is very much in the tradition of Apple's promo clips. Despite this distraction, the methods and processes on display are quite impressive, particularly the shots of the phone being assembled on the production line.
Throughout the promo clip, various members of the Galaxy S III extol the virtues of the device and the design philosophy that apparently unified their efforts. Interspersed with shots of the team and shots of the device being manufactured are cuts to scenes of nature and of water flowing. This is reflected in much of the commentary from team members keen to pursue Samsung's marketing message which suggests that the phone has been inspired by nature in order to humanize the Galaxy S III so as to help users engage with the device on an emotional level.
"At the Marina Bay Sands in Singapore I was amazed at the harmony of the sky, the cityscape, and the water," says Songwho. "I wanted to express the amazing aspect of the water that is about to overflow from the Galaxy S III's window," he adds. "During the trip, I also happened to witness the pebbles in a stream sparkling under the sunlight, and I spent a lot of time trying to figure out how to capture the flow of water and the reflection of the light into the design of the phone."