Samsung Choreographs an Awesome Human Kaleidoscope for Its Gear S2 Watch

People bring the features to life

Headshot of T.L. Stanley

If Busby Berkeley were alive today and choreographing commercials for tech products, he might have come up with something like this two-minute mini-movie by R/GA for Samsung's Gear S2 smartwatch. 

About 150 performers—musicians, yogis, dancers and athletes—make geometric patterns with their bodies in the aerial-perspective video, dubbed "Human Kaleidoscope," serving as the living, breathing embodiment of the new smartwatch's features. 

Among other things, the Gear S2 has a round shape (groundbreaking for the rectangular smartwatch category) and a rotating bezel with a trademarked operating system. 

The competitor of Apple Watch and Android devices touts its music, S Health and notifications by keeping its performers constantly on the move. Weight lifting! Warrior pose! Jam session! Quick question: Who is that little drummer boy? If he's not already, that kid's destined to be a star.

The infectiously happy soundtrack, also a highlight, is "Kiss the Sky" by Cash Cash, and the short film has already snagged nearly 5.5 million YouTube views. The Gear S2 is rolling out in the U.S. and other markets just ahead of the holidays.


Client: Samsung Electronics

SVP, Global Branding & Marketing: Pio Schunker

Senior Manager: Jay Kim

Manager: Stella Lim

Assistant Manager: Christine Kim

Cost Consultant: Caroline Reed

Agency: R/GA, New York

Executive Creative Director: Chris Northam

Executive Creative Director: Eric Jannon

Associate Creative Director: Eduardo Quadra

Senior Copywriter: Paul Wood

Director Film Production: Kat Friis

Senior Film Producer: Lyra Rider

Executive Producer: Lisa Greenleaf

SVP Managing Director: Robin Forbes

Account Director: Elizabeth Bourke

Group Planning Lead: Dennis Claus

Director Operations: Erin Rabasca

Director Business Affairs: Nancy Espinal

Director Business Affairs: Jennifer DeCastro

Production: Partizan Entertainment

Director: Michael Gracey

Exec. Producer: Jennifer Gee

Line Producer: Russell Curtis

Director of Photography: Denzil Armour-Brown

Choreographer: Cheyenne de Miranda

Editor: Stuart Bowen

Production in Prague: Stillking Films

Executive Producer: Michal Skop

Production Manager: Michal Cerveny

Production Coordinator: Vojta Ruzicka

Post Production: Union Editorial

Executive Producer: Caryn MacLean

Senior Producer: Susan Motamed

Assistant Editor: Joseph Garst

Motion Graphics/Animation: Nadine Müller

Senior Flame Artist: Jason Ortenberg

Additional VFX: Adam Stockett

Flame operators: Kirk Balden, Todd Gutridge, Steve Koenig

Flame assistant: Molly Tomecek

Music Supervision: Beta Petrol

Music Supervisor: Bryan Ray Turcotte

Sound Designer: Peter Lauridsen

Executive Producer: Dayna Turcotte

Color Correction: Company 3

Colorist: Tim Masick

Audio Mix: Heard City

Mixer: Keith Reynaud

@TLStanleyLA T.L. Stanley is a senior editor at Adweek, where she specializes in consumer trends, cannabis marketing, meat alternatives, pop culture, challenger brands and creativity.
Publish date: November 25, 2015 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT