Samsung's Illusion of a Soul

In this wacky little 2 minute film, Samsung attempt to show off the pseudo-holographic properties of their new 'Soul' mobile 'phone.

In simple terms it appears that the phone has an OLED display which changes to show different symbols for each mode (camera, phone, music player etc.).

The film consists of a zany (yes, sadly that is the best word for it) demo of 8 (count them) optical illusions.

This is perhaps the right time to mention that I've always been amazed that one part of Samsung can embrace these so-called 'viral' films (e.g. this and this and this and this and this and this) whilst simultaneously strangling the life out of all of their TV ads with endless approval processes and LINK tests. Do I sound bitter? I think I might be. The Viral Factory looked like they were having a lot more fun than we were.

Lower budgets for production and media = lower risks = fewer people to get between the idea and the consumer.