Samsung’s SUHD TV has more advanced picture technologies than other UHD TVs, but rather than focusing on brightness, detail and colour, the campaign is about it’s greatest benefit: the way it makes the viewer feel.

To demonstrate this power, we filmed genuine emotional responses from a range of street-cast subjects. Unaware they were being filmed, their reactions are unselfconscious and entirely genuine.

We used the ‘Interrotron’ method capture these intimate moments - a technique that uses mirrors in-camera to reflect footage at the subject, allowing us to draw them in and shoot them using 4K cameras - all beautifully lensed and lit.

Campaign for the launch of US brand BestBuy in the UK.

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