Usher's "Looking 4 Myself" Presented by Samsung & Huge

CompanyGoogle and Huge
Lead DesignerBryant Jow
ClientBryant Jow
Project LinkView
Prize(s)2nd Place in Multimedia / Interactive Media
Entry Description

Samsung, the global leader in consumer electronics,
came to Huge for an online film to be used as a high-
impact way to unveil its Smart TV technology.
Samsung wasn’t looking for just another 30-second
commercial spot for its new Smart TV product—Huge
had to deliver something extraordinary that capitalized
on the digital moment and the shift toward branded
content. Inspired by Usher’s new single, “Looking 4
Myself,” with its theme of the struggle for identity,
Huge teamed with best-selling artist Usher to
conceptualize and produce a 120-second digital film.
The final film features two Ushers “battling” each
other, as “down-to-earth” Usher seeks revenge against
“celebrity” Usher. The gesture-controlled Samsung
Smart TV plays a role in the film’s story in a variety of
innovative ways.
Just a month after launch, the film surpassed 50
million views, making it one of the most-watched
brand video of all time on YouTube. This far surpassed
previous Samsung Television videos, which average
about 2 million views. In addition, Huge’s media
relations and blog outreach efforts resulted in more
than 175 online news stories and blog posts about the
video. The coverage secured in online outlets like
Mashable, Advertising Age, Adweek, Complex, Vibe
(and more) reached over 97 million impressions.
This unique collaboration among Samsung, Usher
and Huge is emblematic of the ways content is
evolving to meet the needs of digital audiences. With
its untraditional length, placement and fusion of brand
and story, this innovative film sets a new standard for
viral marketing. Instead of seeing it as a commercial,
Usher’s fans saw the film as an online music video for
his single that happened to be created by a brand. By
adding value without being overly commercial, the
digital film has earned its place among the top
branded viral videos of all time.