Q STYLE SPOTLIGHT
The Operators discuss their creative ads for Samsung TV
Behind the scenes at The Operators Creative studio, artists are experimenting with in-camera processes. In this technical breakdown, they reveal how a unique ‘Premium Social’ approach transformed production for Samsung’s Q Style content.
The Operators are well known for their integrated approach to production, with emphasis on multimedia formats and an eclectic range of work – including everything from live-action commercials to stop-frame animation and CGI.
In partnership with BMB, the team has released a behind-the-scenes peek at videos that celebrate Samsung’s QLED TV range. Ben Lunt, executive digital director at BMB, comments: “Our creative challenge was to showcase a whole range of product features for Samsung’s new suite of QLED TVS, in ways that would feel natively social, but really stand out in the feed. We developed a series of ideas that could come to life as a short, snappy, looping video on Facebook and Instagram.
“But in order to achieve the desired level of finish, we knew that we would require a blend of in-camera trickery, complex camera movement, CGI and compositing. Having worked with The Operators in the past, we had already developed a kind of creative shorthand, and knew that they were more than up to the challenge.”
Shoot production took The Operators to residential locations and film studios, where crew configured cameras, dressed the set and built custom props. Most of the creative visual techniques were shot in-camera and later finessed in The Operators’ digital studio. However, a few 3D CGI elements were created specifically for the series.
• Spaghetti – Everyone hates wires, but the new QLED TV has just one tiny, almost invisible cable to replace all the usual hassle. Working on a brief from BMB agency, the goal was to imitate cables being slurped away into the TV screen like a spaghetti dinner. Setting up a simple, but effective green-screen shoot, crew pulled cables sharply back behind a screen in live action. Environment and TV screen content where then comped together in post, enabling The Operators to re-time various elements as necessary – a fast and flexible solution.
• Piece of Cake – In shots that get playful with false perspective, a hand artist was filmed manipulating key placeholders for the Samsung Q TV screen, which then went through composite with actual products.
By shooting this whole sequence in situ, the crew were able to re-create consistent lighting, seamlessly integrating all digital elements for consistency.
• Fish Tank – Based on the concept that Samsung’s screen clarity is so crisp and vibrant, real fish think they’re being attacked by a shark. This spot relied heavily on CGI. The Operators built an entire digital aquarium, giving the crew greater control and flexibility over the fishes’ movement. A great deal of focus went into the next stage – animating, rigging and creating the fishes. To match the comic timing of a ‘fake’ shark attack on the TV, the fish had to be as reactive as possible.
Each video was produced using a new ‘Premium Social’ mindset, developed in response to the increasingly integrated mobile media world. Ben Le Tourneau, co-founder and integrated director at The Operators, comments: “We always champion full end-to-end production. There is no point shooting half a story and leaving it to another team to fix. The integrated process is about optimising what can be done incamera and post in the most efficient and creative ways.”
‘Premium Social’ is a method of production invested in high-end, highvolume, highly customisable images and video developed specifically for social media. The approach involves a much more constricted budget than that of a standard TV campaign, while upholding typical broadcast production standards. To get more granular, it’s content that catches the eye on social media, using the format restrictions of each platform to its benefit – all while successfully fulfilling today’s need for a constant stream of engaging, personalised content.
“The integrated process is about optimising what can be done in-camera in The most efficient and creative ways” Ben Le Tourneau, co-founder and integrated director, The Operators