Vic Reeves and Yinka Ilori share insights to their creative process and studios in fun Samsung ads

Directed by Ben Falk, the My 2020 Illustrated films also touch on how the comedian/artist and designer dealt with lockdown.

27 January 2021


A new series of adverts for Samsung offers an intimate and uplifting insight into the processes of two beloved British creatives, Jim Moir (aka Vic Reeves) and Yinka Ilori. Directed by Ben Falk with Odelay Films and agency Rapp, the two spots take a calm documentary style, following the artist/comedian and designer as they explore their local area and create in their studios using a Samsung Galaxy Tab S7+. Along the way, we hear personal snippets about how lockdown has affected them and their work.

Moir’s film sees him walking in a snowy field and describing how “artwork should reflect what you like… I like nature and music”. He reveals that lockdown has revived a childhood hobby for birdwatching, “reclaiming those early years of excitement” and then goes on to illustrate a pair of “sweaty owls” on his tablet and imagining what they might say.

“Art features in my life in so many ways, I think it’s what keeps me alive,” he adds.

Ilori’s film shows him walking his London locality and talking about growing up in the city, commenting: “I’ve been lucky to be immersed in so much culture”. While showing the designer working on his distinctively vibrant pattern work and upcycled furniture designs, we hear how Ilori found lockdown hard because, like many of us, “I couldn’t do the things I used to do,” yet creativity was his lifeline. “Art was my therapy. Designing and sketching helped me get through,” he says.

Director Ben Falk spent a day with each star to make the films, and explored various filmmaking processes such as stop-motion, 35mm stills and step-printing. “It’s jobs like this that remind me of why we do what we do,” he says. “Spending a day with amazing talent such as Jim and Yinka is always a privilege but that was amplified further as they were both such wonderful, generous,  people and we quite simply got along well. I have never felt more myself on a set.” Falk has directed adverts for Adidas, charity WWF, TFL and The National Lottery.

The My 2020 Illustrated campaign for Samsung is rolling out in the UK this winter.

GalleryBen Falk, Odelay Films and Rapp: My 2020 Illustrated campaign for Samsung (Copyright © Samsung, 2021)

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Jenny Brewer

Jenny oversees our editorial output across work, news and features. She was previously It’s Nice That's news editor. Get in touch with any big creative stories, tips, pitches, news and opinions, or questions about all things editorial.

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