Usher and Samsung Smart TV Star in Innovative Digital Film by Samsung and Huge
BROOKLYN, N.Y., June 14, 2013 /PRNewswire/ — Usher, eight-time Grammy winner, one of the best-selling musical artists in history and currently one of the coaches of NBC’s hit show, “The Voice,” has teamed up with Samsung Smart TV and digital agency Huge to create a digital short film inspired by the title track from his current critically acclaimed album, “LOOKING 4 MYSELF.” The film, Usher’s ‘Looking 4 Myself’ Presented by Samsung, is available via Samsung’s YouTube channel, http://www.youtube.com/samsungtelevisions.
“Our goal was to create a one-of-a-kind film that brought Usher, a global music icon, together with international technology leader Samsung, to create an artistic and extraordinary digital film experience that people will want to view and share,” said Ross Maupin, Creative Director of Huge. “By seamlessly integrating the Samsung Smart TV into the film starring Usher, we are setting a new standard in viral marketing.”
Directed by Rich Lee, the film features two Ushers facing off against each other, as “down-to-earth” Usher seeks revenge against “celebrity” Usher after fame causes the demise of his romantic relationship. The film follows the two Ushers as they battle each other in an elaborately choreographed dance routine across downtown Los Angeles. As the face-off between the two Ushers ensues, the motion-controlled Samsung Smart TV plays a role in the film’s story in a variety of innovative ways, such as when Usher’s dance moves control a variety of features of the Samsung Smart TV.
“The film’s unique concept compelled me to participate in this project, which brings to life the struggles which I sing about in ‘Looking 4 Myself,’” said Usher. “The high-quality filmmaking provided me with a brand-new way to creatively express the song’s themes.”
The Samsung Smart TV features breakthrough motion controls, which allows viewers to zoom in on images, adjust the volume, and even navigate the menu using the flick of a hand instead of a remote control. In addition, the Samsung Smart TV creates an immersive social media experience for viewers.
“We can’t think of a more compelling way to demonstrate the Samsung Smart TV technology than by integrating it into the choreography of our digital film collaboration with Usher,” said Yoon Jung Lee, Vice President of TV Global Marketing of Samsung. “This effort once again demonstrates Samsung’s commitment to developing irresistible content for our consumers that builds the Samsung brand in new and innovative ways.”
Huge is a digital agency that provides business strategy, design, marketing and technology services to some of the world’s largest businesses and best-known brands. The company is known for successfully harmonizing user needs and business goals to create industry-changing digital experiences for its clients. Huge has offices based in the United States, Europe and Latin America, and is part of the Interpublic Group of Companies. For more information, visit www.hugeinc.com.
One of the best-selling musical artists in history, eight-time Grammy winner Usher Raymond released his seventh studio album, “Looking 4 Myself.” First discovered 20 years ago on Star Search, Usher has sold over 50 million albums worldwide. Billboard named him the second most successful artist of the 2000s decade, with his 10-million-selling 2004 album “Confessions” ranked as the top solo album of the decade. Currently a celebrity musician coach on NBC’s hit show, “The Voice,” Usher has attained nine Hot 100 Number One hits and 17 Hot 100 Top Ten singles and has appeared everywhere from Broadway to the Super Bowl. He has a best-selling line of fragrances and a business venture with RBMG (Raymond Braun Media Group), home to superstar Justin Bieber. Also a major philanthropic force, Usher founded the New Look Foundation to empower youth from impoverished communities to become leaders. Usher has been honored by the Boys & Girls Clubs of America, the Trumpet Foundation, Do Something, the NAACP, and as the 2010 Ford Freedom Award Scholar.