ADC Awards

The ADC Annual Awards is the oldest continuously running industry award show in the world. Now in its incredible 102nd year, these awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design all with a focus on artistry and craftsmanship.

2022 ADC Awards - Motion / Film / Gaming Craft

The spider and the window

Agency Leo Burnett GmbH / Frankfurt am Main + The Mill / Berlin + Zauberberg Productions / Berlin

Client Samsung Electronics GmbH


Craft in Motion / Film / Cinematography

Annual ID


About the Work

For the market launch of Samsung's new flagship smartphone, the Galaxy, its further developed camera was to be highlighted in communication in order to ensure a strong positioning in the competitive smartphone market.The film should also have the potential to radiate onto the Samsung brand and strengthen its perception as a love brand. Our goal was not just to create another product film, but to find a way to cleverly combine emotional storytelling with the outstanding camera feature in order to create a larger brand story. That's why we used a very special testimonial: A little spider who falls madly in love with the new Galaxy S22 Ultra when she sees an advertising motif for the phone on the opposite wall. No wonder, because the smartphone's camera lenses are very reminiscent of spider eyes -at least in the eyes of our little heroine. The unusual love story shows the fascination for the impressive camera of the Galaxy S22 Ultra in an unseen way and can also be understood as a statement of tolerance and openness.

2022 Awards

Total Points: 9



Leo Burnett GmbH / Frankfurt am Main

Client Partner

Martin Schuerger

Production Company

Zauberberg Productions / Berlin

Music / Sound Production Company

2WEI Music / Hamburg

Post Production Company

The Mill / Berlin

Chief Creative Officer

Andreas Pauli
Dennis May

Creative Director

Helge Kniess
Valentin Dietmar

Creative Technologist

Benjamin Kleinert
Viktor Kislovskij

Executive Creative Director

Benjamin Merkel

Account Director

Elisabeth Andersen

Agency Producer

Brigitte Marcinek

Head of Production

Imogen Pai

2D Lead Artist

Neil Alford

Account Manager

Anica Wobalka

Brand Strategist

Maximilian Ginter


Hunter Daly

CG Producer

Sacha Aurik

CG Supervisor

Marta Carbonellamela
Stefan Susemihl

Executive Client Partner

Christian Konzack


James Bamford

Junior Art Director

Andrea Lalanda

Music Agent

Marcus Linde

Production Designer

Adrian Cristea

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