Samsung shows off Night Mode in style

The fashion-focused campaign from @MotherLondon showcases the phone’s capabilities at night.

Georgie Moreton

Assistant Editor, BITE

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Fashion and technology have long been a winning combination in marketing and the desire to capitalize on the power of fashion sits at the heart of Samsung’s latest campaign.

To showcase the enhanced Night Mode feature of the newly launched Samsung Galaxy SS2 Series, Samsung has joined forces with British Fashion Council and fashion’s king of the night, Charles Jeffrey, to create a stylish film shot entirely at night.

The campaign by Mother was directed by Matilda Finn in her first project at Biscuit Filmworks and features LOVERBOY’s long-term entourage of friends alongside singer and style icon Charli XCX.

The film follows the group entering an otherworldly dreamy night, uncloaking its mysteries thanks to Samsung’s Night Mode videography capabilities. Complete with a Stranger Things style soundtrack and fashions that are a feast for the eyes.

Charles Jeffrey’s LOVERBOY is known for elaborate, performance-led shows that have previously been translated into film and this film aims to stand by his creative style while showcasing Night Mode in action.

“The inspiration for my collections come from my love of alternative Subcultures, abstract art and passion for music. This collaboration with Samsung and Charli XCX, to launch the Galaxy S22 Series, celebrates the dreamlike experiences and memories of nightlife culture and nights out with friends.” explained Charles Jeffery, founder and creative director of LOVERBOY.

The partnership between Samsung and the British Fashion Council aims to elevate Jeffery as one of London Fashion Week’s brightest up-and-coming stars, in line with Samsung’s motto “Life Opens Up with Galaxy”.

“We are thrilled to partner with these two extraordinary creative forces to celebrate the launch of the new Samsung Galaxy S22 Series. Our new devices enable night photography and video capture like never before and Charli XCX and Charles Jeffrey have helped us create some of our most compelling and ground-breaking content yet.” added Commenting on the campaign, Alex Conaway Head of Brand, Mobile, Wearable and Hearables for Samsung Mobile UK.

The campaign runs across paid social from 4th March 2022 and is a continuation of the series of films and events which bring together creators from across various passion points – from YUNGBLUD, the London Community Gospel Choir and visual artist Aries Moross through to Samm Henshaw.

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