Press Release

Bold and sleek, silent yet piercing, can best describe the dramatic new graphics package Click 3x delivered for Samsung’s new product campaign being displayed on Samsung’s giant 45-foot by 40-foot Supersign located at Two Times Square.
Click 3x beat out a handful of design firms to clinch the job for the third year in a row. This year the design team was given the task of creating animations for five distinct new products that included: an LCD TV, two new mobile phones — the A880 and A940, a sports camcorder Miniket, a color laser printer and a sleek new video mp3 player.
“We have been able to take this project further and further each year,” Said Todd McCammon, Senior Producer for Click 3x. “With the creative, the design and with the approach and execution we employed, the final outcome is pretty spectacular.”
It is estimated that nearly a million people a day are exposed in one way or another to Samsung’s branding campaign high above Times Square. Approximately one billion people witnessed the sign in one night via the television broadcast of the New Year’s Eve festivities.
“We got the job because they trusted us,” said Tim Dingerson, Design Director for Click 3X. “Samsung trusted our capability as a design firm and our ability to create photo real, perfect looking 3D models of their product. We understood exactly what they wanted.”
The Click 3x team created CG models of the actual Samsung products accurate to the smallest detail. In every case the :15 to :20 spots pop off the screen with the massive images of the individual products rotating in space, effectively communicating the product’s benefits through the use of text and inspired imagery without the ‘luxury’ of sound.
In one stylized case Samsung’s new video mp3 player is brought to life by surrounding the product with equalizer bars simulating the pulsing beat of music. In another, silhouettes of skateboarders and snowboarders represent the target market for Samsung’s new Miniket sports camera. Throughout the short spot the silhouetted extreme athletes are shown boarding down white lines while the product demonstrates how its unique mini camera attachment can be fastened to different parts of the body for a bird’s eye view of the action.
“Every year we do things differently because we learn what works and what doesn’t,” said Jason Mayo, Executive Producer and partner of Click 3x. “This year we focused on creating an environment for the products to live in that was conducive to that huge billboard. We feel that this year the final product looks great because of the environment the product is in and the sexiness of the product itself.”
Click 3x delivered the final animations in three formats— HD, NTSC and the Times Square version which was an uncompressed AVI file. The spots were designed in Photoshop, Illustrator, animated in Maya and After Effects. The Flame was used for final compositing.
www.click3x.com