Usher's "Looking 4 Myself" Presented by Samsung & Huge

CompanyGoogle and Huge
ClientBryant Jow
DesignerBryant Jow
Prize2nd Place in Multimedia / Interactive Media
Project LinkView
Entry Description

Samsung, the global leader in consumer electronics, came to Huge for an online film to be used as a high- impact way to unveil its Smart TV technology. Samsung wasn’t looking for just another 30-second commercial spot for its new Smart TV product—Huge had to deliver something extraordinary that capitalized on the digital moment and the shift toward branded content. Inspired by Usher’s new single, “Looking 4 Myself,” with its theme of the struggle for identity, Huge teamed with best-selling artist Usher to conceptualize and produce a 120-second digital film. The final film features two Ushers “battling” each other, as “down-to-earth” Usher seeks revenge against “celebrity” Usher. The gesture-controlled Samsung Smart TV plays a role in the film’s story in a variety of innovative ways. Just a month after launch, the film surpassed 50 million views, making it one of the most-watched brand video of all time on YouTube. This far surpassed previous Samsung Television videos, which average about 2 million views. In addition, Huge’s media relations and blog outreach efforts resulted in more than 175 online news stories and blog posts about the video. The coverage secured in online outlets like Mashable, Advertising Age, Adweek, Complex, Vibe (and more) reached over 97 million impressions. This unique collaboration among Samsung, Usher and Huge is emblematic of the ways content is evolving to meet the needs of digital audiences. With its untraditional length, placement and fusion of brand and story, this innovative film sets a new standard for viral marketing. Instead of seeing it as a commercial, Usher’s fans saw the film as an online music video for his single that happened to be created by a brand. By adding value without being overly commercial, the digital film has earned its place among the top branded viral videos of all time.