Samsung’s exhilarating short film hits the waves to celebrate the art of surfing.
The first time you hold a surfboard, the first time you ride a wave, the first time you get barrelled, the first time you win a world title. It doesn't matter where you are from or how good you are. Every day is day one.
That is how Samsung has described its long form spot from 72andSunny, Amsterdam, which launches with the 2014 US leg of the Association of Surfing Professionals (ASP) World Tour, featuring pro-surfers Kelly Slater, Stephanie Gilmore, Gabriel Medina, Mitch Crews and Johanne Defay.
The spot concentrates on the theme of breathing and is beautifully shot by Australian director Mark Molloy through Smuggler – filming frozen breaks in Iceland, free surfing in Fiji, a surf camp in India and even the suburbs of New York. The cinematography is set to an Angela McCluskey cover of David Bowie’s Absolute Beginners.
As well as professional stars, the film features ASP rookies; from youngsters just learning to surf to experienced surfers braving difficult new breaks; and makes the point that, whoever you are, no two days in surf are the same.
Samsung Mobile is the first global partner of the ASP, which aims to celebrate the growth of surfing worldwide and remind us that out on the waves, “Every Day is Day One”. The video also aims to show how key features of the Samsung Galaxy S5 – such as water resistance – allows people to capture such moments.
“[The film] puts a spotlight on the common connection that surfers and people around the world share in facing new challenges on a daily basis,” says Samsung.
“Unafraid of failure or the unknown, the athletes featured in the video overcome the challenges with determination and passion.”
28 July 2014
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