Samsung plays a blinder with Light Boost camera tech
Samsung is reinventing the art of low-light photography with the implementation of ‘Light Boost’ technology, which it claims delivers better results than a flash bulb.
Boldly proclaiming that ‘Flash Sucks’, the no-nonsense campaign, orchestrated by creative agency Mother, seeks to win over photographers seeking well-lit pictures in environments where light is at a premium.
Debuting on the Samsung Galaxy A54 5G, the new technique banishes the traditional technique of bathing subject matter in an instantaneous harsh bright light in favor of a subtler technique that won't leave you temporarily blinded.
Annika Bizon, marketing and Omnichannel director at Samsung Electronics UK said: “For consumers, the camera is a critical feature for smartphones, yet the flash still lets many people down in low light conditions. So our campaign is designed to help show everyone that thanks to Samsung Light Boost technology their photos and videos can still be awesome.”
Light Boost employs AI algorithms and an extra-large sensor to maximize the number of photons hitting each pixel, endowing nocturnal users with the ability to see the night like a barn owl.
Credits
Creative: Mother
Strategy: Mother
Client: Samsung UK
Product: Samsung Galaxy A54 5G
Client: Alex Conaway, Emma Jagger, Jade Simmonds, Sophie Henwood, Emilia Impey
Production company: Agile Films
Director: Jake Dypka
D.O.P: Nick Morris
Producer: Joseph Edwards
Production manager: Sarah Kirby
Casting: Brendan McNamara / Beach Casting
Edit: c/o Agile Films
Editor: Jean-Philippe Blunt
Post: c/o Agile Films
Post producer: Sarah Kirby
Colorist: Toby Tomkins / Cheat
Sound: James Wilson / Builders Tea
Music composition: James Wilson / Builders Tea
Stock: STALKR
Stills photographer: Tom van Shelven / Making Pictures
Stills producer: Coco Wolf