The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2022 One Show - Moving Image Craft

The spider and the window

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

Client Samsung Electronics GmbH


Visual Effects / Single

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: 45



Leo Burnett GmbH / Frankfurt am Main

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


Maximilian Ginter

Account Director

Elisabeth Andersen

Agency Producer

Brigitte Marcinek

Head of Production

Imogen Pai

Marketing Manager

Carmen Rackl

2D Lead Artist

Neil Alford


Hunter Daly

CG Producer

Sacha Aurik

CG Supervisor

Marta Carbonellamela
Stefan Susemihl

Executive Client Partner

Christian Konzack


James Bamford

Head of IM Marketing Communication

Laura Thissen

Junior Account Manager

Anica Wobalka

Music Agent

Marcus Linde

Production Designer

Adrian Cristea

Team Lead Digital Communication IM

Jan Israel

Vice President Marketing

Mario Winter

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