Samsung’s swan dance over the warehouse

So many comedians, bands, and dancers have lost their stage since the pandemic, and now more than ever, we need both art and culture to survive. 

This first film from Samsung sees Normal People star Paul Mescal performing a contemporary dance among mannequins on a makeshift stage. Full of energy, Mescal brings a lightness and a gravitas to the film, embodying an often-overlooked practice. Set to a classical score, the piece of physical theater rises and falls along with its lead, who leaps into the air and crawls on the ground, creating patterns with his arms and those of the mannequins that surround him. 

London agency Taylor Herring worked to bring the campaign and the initiative to life. Produced by St. Marks Studios Lockdown was shot in ultra-high definition 8K on the Samsung Galaxy S20 smartphone. Choreographed over an intensive 3-day period in London (during lockdown!) Movement Director and former Strictly Come Dancing choreographer Richard Marcel worked closely with Paul to create the routine.