Spider-Man can survive a fall from a building, a blow from a villain and another night of saving New York. The phone he carries in his pocket is usually not as lucky.
Samsung Electronics America and Sony Pictures Entertainment built the new spot, presented on July 15 for the film Spider-Man: Brand New Day, around that difference. Instead of simply placing a Galaxy device in the hands of the film’s hero, they created a reason why Peter Parker would need such a phone in the first place.
The nearly two-minute film takes place mostly in his apartment. A machine called the Fabricator analyses the consequences of Spider-Man’s interventions and produces a series of phones designed to withstand the speed, impacts and unpredictability of life behind the mask. After several attempts, it creates a device with a vertical fold that opens like a book.
The model has not been officially presented, but the shape of the device and the closing message A brand new shape for a Brand New Day tease the next generation of Samsung Galaxy foldable phones. The next part of the story is planned for Galaxy Unpacked, which will be held on July 22.
The spot was directed by Kasra Farahani, an Emmy-nominated director and production designer who previously worked on Marvel projects, while Chromista handled the production. Original footage from Peter Parker’s apartment is connected with scenes from the film Spider-Man: Brand New Day, which is scheduled to premiere in cinemas on July 31.
The film includes clues for two types of audiences. Spider-Man fans can look for references to the new story and its characters, while audiences who follow technology have received hints about future Galaxy products.
For Samsung, Spider-Man’s ingenuity and ability to find solutions fit the way the brand wants to present its own innovations. The phone is therefore not shown as a foreign object introduced into the film’s world. The Fabricator creates it as a response to a specific problem faced by a hero who risks another shattered screen during every mission.
The campaign story began in June with the presentation of Spidey Tracker, an interactive platform where fans can follow reported Spider-Man sightings, discover exclusive content and find clues connected with activations in physical spaces.
The creator of the platform within the film’s story is Ned Leeds, played by Jacob Batalon. His character uses Galaxy devices to stay on Spider-Man’s trail, while Batalon also became the newest ambassador of the #TeamGalaxy programme as part of the collaboration. During filming, he used the Galaxy Z Fold7 and Galaxy Watch, products connected with the way Ned develops and operates Spidey Tracker.
The new collaboration is therefore spread across the film, the digital experience and the product presentation. The first part attracted fans with the search for Spider-Man, the spot turned the phone into part of his equipment, while Galaxy Unpacked is expected to reveal what is really hidden behind the “new shape” created in Parker’s apartment.
