Mother_Samsung_Flash Sucks

Flash Sucks. Mother waxes lyrical about Samsung's Light Boost feature

New work showcases Samsung's latest technology

By Creative Salon

Samsung is bringing a universal truth to life: flash is not always your photography friend, in a new campaign conceived by Mother.

This new campaign tells the truth about flash photography, aiming to inform more audiences about Samsung Light Boost technology and its ability to produce higher quality low light photos and boldly stating that ‘flash sucks’.

The new Samsung Galaxy A54 5G features a camera with Samsung Light Boost technology that enables bright pictures to be captured in low-light settings, without the use of a flash. With this innovative technology, you can capture awesome, well-lit, cinematic night photos every time.

Annika Bizon, Marketing and Omnichannel Director at Samsung Electronics UK, said: “For consumers, the camera is a critical feature for smartphones, yet the flash still lets many people down in low light conditions. So our campaign is designed to help show everyone that thanks to Samsung Light Boost technology their photos and videos can still be awesome.”

The campaign marks the launch of the new Samsung A54 5G and is appearing across media channels, including online video, social media, OOH/DOOH, and radio.


Creative: Mother

Strategy: Mother

Client: Samsung UK

Product: Samsung Galaxy A54 5G

Client: Alex Conaway, Emma Jagger, Jade Simmonds, Sophie Henwood, Emilia Impey

Production Company: Agile Films

Director: Jake Dypka

D.O.P: Nick Morris

Producer: Joseph Edwards

Production Manager: Sarah Kirby

Casting: Brendan McNamara / Beach Casting

Edit: c/o Agile Films

Editor: Jean-Philippe Blunt

Post: c/o Agile Films

Post Producer: Sarah Kirby

Colourist: Toby Tomkins / CHEAT

Sound: James Wilson / Builders Tea

Music Composition: James Wilson / Builders Tea


Stills Photographer: Tom van Shelven / Making Pictures

Stills Producer: Coco Wolf


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