Cheil Worldwide Capture Truth in Beauty-Toting Samsung Ad

You may have heard of Shea Glover; she's a young filmmaker who rose to fame with her People React to Being Called Beautiful student project released two years ago. Now the Cheil Worldwide Network - literally leaning on its Cheil WW Seoul, Iris London and BMB London offices - have come together for this intiriguing Samsung project and asked for Glover's help.

To promote the new Samsung Galaxy A8, the agency enlisted the director and social anthropologist, to direct (along with Novemba) and star in the piece. Why they chose her is obvious; she has an inimitable knack for opening people up; making her and her subjects extremeley watchable on camera.

“Shea is the perfect person to take the Samsung Galaxy A message to Generation Z," says Cheil Worldwide global CCO, Malcolm Poynton. "Her creativity, authenticity and ability to connect with people shines through and throws a spotlight on the power of being yourself.”

In the above campaign, Glover approaches people she finds on the street and asks them to participate in her film project.

It's not until she presses play and starts recording that she tells her subjects the purpose of her project; "to take pictures of things she finds beautiful." And hey presto! The reactions she captures are moving briliantly revealing.

The social experiment obviously shows off the phone's functions, but it also explores self image among Gen Z, revealing a surprisingly self-consciousness nature among them.

The spot acts as a reminder for Gen Z to be themselves with its concluding slogan; Capture your true self with Galaxy A8. It lets you be you.