Samsung, New Normal

Samsung welcomes consumers to the new technological norm, with VFX and grade by MPC LA

Samsung’s new campaign reminds viewers of all the ways technology can bring people together—be they students, professionals, friends or families. The brand’s “New Normal” commercial from Leo Burnett and director Mark Zibert advertises all of the connective devices they’ve recently debuted. Namely, the Samsung Gear VR headset, Galaxy Tab S3 and Galaxy S8 smartphone.

MPC LA Creative Director Michael Gregory oversaw both “New Normal” and the brand’s “Do What You Can’t” spot, with each requiring a specialized team of artists. Where “Do What You Can’t” delivered an adorable CG ostrich, “New Normal” offers up frighteningly convincing CG dinosaurs.

MPC colorist Ricky Gausis, whose credits include ZAYN and Taylor Swift’s “I Don’t Wanna Live Forever,” Samsung Surf “The Snail” and Golden Globe-winning series Atlanta, provided the grade for the commercial.

About Samsung Electronics Co., Ltd.
Samsung inspires the world and shapes the future with transformative ideas and technologies. The company is redefining the worlds of TVs, smartphones, wearable devices, tablets, digital appliances, network systems, and semiconductor and LED solutions. For the latest news, please visit the Samsung Newsroom at



Leo Burnett


Mark Zibert

Production Company

Imperial Woodpecker

Agency Senior Producer

Bonnie Van Steen

EVP, Global Marketing for IT and Mobile Division

Younghee Lee

SVP, Global Head of Integrated Marketing

Pio Schunker

Global Partnership Manager

Daniel Taehyun Kim

Global Partnership Assistant Manager

Alison Daeun Han

Global Chief Creative Officer

Mark Tutssel

US Chief Creative Officer

Britt Nolan

SVP, Creative Directors

Colin Selikow & Vince Cook

Creative Directors

Rob Calabro & Ben Steward

SVP, Executive Producer

Matt Blitz

SVP, Global Business Lead

Radim Svoboda

Global Account Director

Ashley Beam

Global Account Executive

Emily Smith

VP, Global Strategy Director

Christopher Bridgland

Talent Manager

Mike Hurley

Production Manager

Kevin Byrdak

Director of Music

Chris Clark

Assistant Music Producer

Alec Stern

Imperial Woodpecker Managing Partner

Doug Halbert

Executive Producer

Charlie Cocuzza


Anita Wetterstedt


Ross Giardina


Tonic Films

General Director

Susie Neil


Gildardo Martinez




Ricky Gausis

Executive Producer, Color

Meghan Lang

Color Producer

Rebecca Boorsma

Associate Color Producer

Elyse Robinson



Executive Producer

Elexis Stearn


Nicole Saccardi


Dori Sharvit

Creative Director

Michael Gregory

CG Lead / VFX Supervisor

Mike Wynd

Head of 3D

David White

Lead Animator

Samir Patel

Bangalore Line Producer

Goutham Hampankatta


Gustavo Bellon, Rodrigo Jimenez, Toya Drechsler, Kathleen Kirkman, Matt Maude, Tim Kafka, Clement Renaudin, Kyung Park, Jacob Patrick, Andrew Price, Lyndsey Horton, Emily Gerich, Meghan Sesnie, Alvaro Segura, Christian Gallagher, Jim Koonce, Thomas Kernan, Ryan Taylor, Dana DiGioia, Matthew Burns, Jared Sanders

Bangalore VFX Team

Mithun Alex, Debasish Raha, Rajinikanth R, Manideep Setty, P N Arunkumar, S. Sundaramoorthy, Uday Veerepalli, Partha Modal, Radhakrishna Rethinasamy, Shristi Sanyal, Hemanth Anusuri, Shaik Abdul Rahim, Sindhuja B, Sathya Narayanan, Jaswan Vishnu Prasath, Joshi John, Prasanth Palaparthi, Debalina Dasgupta, Mohanakrishnan C, R Vignesh, Sangeetha M