Usher and Samsung Smart TV Star in Digital Film Produced by Samsung and HugeJune 14, 2013 - Brooklyn. Usher, eight-time Grammy winner, one of the best-selling musical artists in history and currently a star of NBC’s hit show The Voice, has teamed up with Samsung to create a digital short film inspired by the title track from his current critically acclaimed album, LOOKING 4 MYSELF. Released today, the film was the result of a unique collaboration among the international music icon, Usher; global leader in innovative electronics, Samsung; and Huge, a digital agency that serves some of the world’s largest businesses and best-known brands.
“Our goal was to bring Usher and Samsung together to create an artistic and provoking digital film experience that people will want to engage with,” said Ross Maupin, creative director at Huge. “Samsung’s Smart TV is integrated into the story in a way that we feel sets a new standard in content marketing.” Directed by Rich Lee, the film features two Ushers facing off against each other, as “down-to-earth” Usher seeks revenge against “celebrity” Usher after fame causes the demise of his romantic relationship. The film follows the two Ushers as they battle each other in an elaborately choreographed dance routine across downtown Los Angeles. As the face-off between the two Ushers ensues, the gesture-controlled Samsung Smart TV plays a role in the film’s story in a variety of innovative ways, such as when Usher’s dance moves control a variety of features of the Samsung Smart TV. “The film’s unique concept compelled me to participate in this project, which brings to life the struggles which I sing about in ‘Looking 4 Myself,’” said Usher. “The high-quality filmmaking provided me with a brand-new way to creatively express the song's themes.” The Samsung Smart TV features breakthrough gesture controls, which allows viewers to zoom in on images, adjust the volume and even navigate the menu using the flick of a wrist instead of a remote control. In addition, the Samsung Smart TV creates an immersive social media experience for viewers. “We can’t think of a more compelling way to demonstrate the Samsung Smart TV technology than by integrating it into the choreography of our digital film collaboration with Usher,” said Vice President Yoon Jung Lee of Samsung. “This effort once again demonstrates Samsung’s commitment to developing irresistible content for our consumers that builds the Samsung brand in new and innovative ways.” To view the film, visit: http://huge.is/144nG6W. About Samsung Electronics Co., Ltd.: Samsung Electronics Co., Ltd. is a global leader in consumer electronics and the core components that go into them. Through relentless innovation and discovery, we are transforming the worlds of televisions, smartphones, personal computers, printers, cameras, home appliances, medical devices, semiconductors and LED solutions. We employ 227,000 people across 75 countries with annual sales exceeding US$143 billion. Our goal is opening new possibilities for people everywhere. To discover more, please visit www.samsung.com. About Usher: One of the best-selling musical artists in history, eight-time Grammy winner Usher Raymond released his seventh studio album, Looking 4 Myself. First discovered 20 years ago on Star Search, Usher has sold over 50 million albums worldwide. Billboard named him the second most successful artist of the 2000s decade, with his 10-million-selling 2004 album Confessions ranked as the top solo album of the decade. Currently a celebrity musician coach on NBC’s hit show The Voice, Usher has attained nine Hot 100 Number One hits and 17 Hot 100 Top Ten singles and has appeared everywhere from Broadway to the Super Bowl. He is part owner of the NBA's Cleveland Cavaliers, has a best-selling line of fragrances and a business venture with RBMG (Raymond Braun Media Group), home to superstar Justin Bieber. Also a major philanthropic force, Usher founded the New Look Foundation to empower youth from impoverished communities to become leaders. Usher has been honored by the Boys & Girls Clubs of America, the Trumpet Foundation, Do Something, the NAACP, and as the 2010 Ford Freedom Award Scholar.