Samsung 'This is TV'
Luke led the team that won the $25 million visual display account for Cheil Worldwide - and created the global campaign 'This is TV'.
He wrote this manifesto TVC to launch the campaign, which celebrated the power of television to take us beyond the traditional preconceptions of TV.
A staggering 500 million people saw the campaign globally. Which is nuts. The campaign was cited by the Head of Samsung Visual Display as being the reason why Samsung is now positioned in people’s minds across the globe as the world's No.1 TV manufacturer.
Shot with Jan Wentz across Brazil and Chile, the production team even had to pay off the mafia in the favelas so we could get the shot of the lad hitting the cricket ball!