Samsung 'we are David Bailey' by Cheil UK
Samsung's new campaign for the NX smart camera stars 143 people called David Bailey.
They include a priest from Tamworth and a teacher from Kent.
Cheil UK created the work that aims to democratise photography.
A TV spot features the Baileys learning to use the camera and testing their skills at a catwalk show. It was created by Laura Johnstone and directed by Andrew Lang through Rokkit.