Told from a child's perspective, "The Developer" is a musical short film by Samsung featuring Lionel Messi and the hit single "Royals" by Lorde.
A mysterious stranger arrives in a low income neighborhood and captures the imaginations of the children who live there. He is "The Developer" and the children view him with a deep suspicion.
Together with his Samsung GALAXY Note 3 and GALAXY Gear, the Developer effortlessly masterminds a secret construction project. Using the latest in Samsung technology including Action Memo, Pen Window, Scrapbook and hands-free call capability on the Gear, the Developer orchestrates and executes his mysterious mission.
The children watch in awe. They reflect on their current situation by singing Lorde's breakout hit "Royals," a song about overcoming her own humble beginnings.
The spot concludes with a beautiful new pitch that has been constructed in the toughest part of town. The Developer is revealed to be the world's reigning football star, Lionel Messi, fulfilling his personal mission to help under privileged children.
The events in this story are a dramatic retelling of actual projects completed by the Messi Foundation. The film was directed by Adam Hashemi.
Credits:
Client/Product: Samsung GALAXY Note 3 and GALAXY Gear
Campaign: Design Your Life
Title: The Developer
Creative Ad Agency: Leo Burnett L.A. and Chicago
EVP, Creative Director: Shannon McGlothin
SVP, Creative Director: Brandon Rochon
SVP, Creative Director: Adam Kennedy
Creative Director: Guy Seese
Creative Director: Brian Murphy
SVP, Account Director: Radim Svoboda
Account Director: Benjamin Haynes
Account Executive: Cameron Zick
SVP, Executive Producer: Jennifer Dennis
Producer: Keith Jamerson
VP, Music Director: Gabe McDonough
Sr. Music Producer: Chris Clark
Production Company: Furlined
Director: Adam Hashemi
Executive Producer: Eriks Krumins
Post-production: The Mill, LA
Editorial: Rock Paper Scissors
Editor: Mikkel EG
Executive Producer: Carol Lynn Weaver
Music Supervisor: George Drakoulias
Sound Designer: Gus Koven (Stimmung)
Mixer: Loren Silber (Lime Studios)
Music Production Support: Amber Music