Samsung and HK director Soi Cheang collaborate to define what makes a great film

Samsung has partnered with Hong Kong film director Soi Cheang for the first time to release a new promotional video for Samsung OLED TV, highlighting its big-screen cinematic experience.  

Featuring unparalleled picture clarity, the collaboration brings great movies closer to viewers, allowing audiences to feel the intensity and atmosphere of every scene right from the TV screens at home.  

Since returning to Hong Kong in recent years, Cheang has released multiple acclaimed films and earned top industry honours and awards, with his signature “aesthetics of violence” movie style to bring audiences distinctive emotion.  

In the promotional video, Cheang shares his passionate pursuit of what makes a “great film”. Stories are conveyed through visuals, and manipulated by light and shadow — especially black-and-white contrast, forging deeper emotional connections with audiences.  

For him, the portrayal of pure blacks is particularly essential in enhancing the cinematic feel, which the gradations revealed by black-and-white contrast add depth and emotion beyond vibrant colour.  

The intense blacks and subtle layers open up “Space for Imagination” for audiences, drawing them more fully into the movie. The pure blacks of Samsung OLED TV deliver the immersive and cinematic atmosphere at home — allowing audiences to resonate tension as felt by the protagonists, as if they were inside the movie. 

In Cheang’s cinematic world, colour is a vital language, capturing emotion with precision and richness. Director’s creative intent and feelings are conveyed via accurate color processing and presentation, communicating one’s most authentic thoughts. Samsung OLED TV is PANTONE Validated, accurately displaying creators’ intended hues so emotional nuance is rendered precisely and naturally.  

As more movie and streaming channels nowadays, Cheang often revisits different movies at home — yet the surrounding environment can sometimes affect the viewing experience. The glare-free design of Samsung OLED TV, which eliminates distractions and allows audiences to stay fully captivated by the cinematic world, helps to ensure the most premium viewing experience at home. 

Through this collaboration, Cheang hopes to connect more people with Hong Kong movies —whether by watching new releases in cinema, or revisiting classics on Samsung OLED TV — supporting local movies across more platforms. The video will be released via Samsung’s official YouTube channel on 8 September.

MARKETING-INTERACTIVE has reached out to Samsung for more information. 

Don't miss: Samsung highlights tangible benefits of AI home in global campaign

Most recently, Samsung took its AI home vision global with a campaign that puts the focus on tangible benefits, from more autonomous living to giving families back quality time.

Branded “SmartThings meets AI Home,” the campaign positions Samsung’s ecosystem as a seamless way to connect and control devices while doing less. Created with Cheil, the work is led by a film narrated from an unexpected point of view, showing how AI can take care of everyday tasks so people can focus on what matters.

Unlike smart homes, where users are asked to do a lot themselves, Samsung AI Home powered by SmartThings allows users to do less and spend more quality time, according to the release.  

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