The NX Rover / Samsung Electronics UK / Cheil UK

Samsung had created the world’s first pro-grade camera with 4G internet connectivity. But people associated 4G with smartphones and Instagram, not professional-grade photography that could be shared instantly.

Cheil UK needed to create a platform as innovative as the camera itself, something that would really engage the semi-professional photographic community, tech enthusiasts, the media and beyond. Making them fundamentally reassess the potential of 4G photography.

Taking inspiration from Mars exploration rovers, Cheil UK created the NX Rover, a high-end, web controlled camera-bot, with exceptional fidelity and control, putting the camera in the hands of photographers everywhere.

The NX Rover travelled all around the world, giving users access to beautiful places and passion-point events, from fashion shoots in Iceland to music concerts in Rome, delivering an interactive camera demo like no other on Earth.

Who did what?

3D designers create original animation and graphics using both illustration and computer programmes. They often work in teams and are often consulted on the development of storyboards used for creating an overview of the project’s final form.

Working alongside an Art Director within the creative department, copywriters work with client briefs to conceive, develop and produce effective advertising campaigns. The Copywriter provides the verbal or written ‘copy’. This may include creating slogans, catchphrases, messages and strap-lines for printed adverts and leaflets. They are also involved in writing text for web advertising, as well as scripts for radio jingles and TV commercials.

An Art Director works alongside a Copywriter to form a ‘creative team’. Traditionally, the copywriter produces the words to go with the visuals created by the art director. The Art Director works on the campaign from the outset and manages details about the client, product, target audience and required advertising message, which helps to shape the advertising campaign.

Developers convert creative concepts into interactive realities utilising multiple platforms.