Samsung - Wash Happy

Director: Bowe King
Director of Photography: Andreas Sanchez & Adam Carboni
Stylist: Agga B. Raya
Creative Director: Bowe King
Art Director: Josh Van Praag
Motion Graphics: Josh Van Praag, Bowe King, Matthew Darnall, Adrian Navarro
2D Artists: Jamie Beckwith, Michael Sarabia, Jonathan Freeman
Producer: Tracey Khan
Colourist: Luke Morrison
Editor: Dan Zabinski
Agency: Jam
In “Wash Happy” I directed and teamed up with Mill+ out of Chicago. Working with Jam out of London I created a colorful and fun environment for the unveiling of Samsung’s new Activ Dualwash washing machine.
The spot showcases the all-in-one appliance with four uniquely art directed sets to represent the four stages of the wash cycle - Soak, Scrub, Drop and Wash. Each set has a unique color palette, typographic family, wardrobe, and dance style. The goal was to create a 'Wash Happy' world that is the epitome of color coming to life. A bespoke hyper-stylized universe where washing clothes enjoyable and fun, not a mundane task.
The project was shot in Miami with Styling by Agga B. Raya and original music composed and scored by Nylon. The vocals came from White Prism (Johanna Cranitch), with her balance of contemporary and electro pop chic - it was the perfect compliment to the art direction.
§produced at Mill+