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The Viral Factory film promoting the Ultra Edition II range from Samsung Mobile exceeds one million views

Reaching 1.5 million views since going live on 1st May, the Millimetres Matter viral campaign has captured public imagination and piqued curiosity as to how the advert was made.

Created by The Viral Factory, to promote the Ultra Edition II from Samsung Mobile, the film encapsulates the balletic grace and beauty of the natural world under the microscope, whilst playfully including a selection of minute pies and desserts - resulting in a microscopic pie fight.

Shot at Greenford Studios, Middlesex, by ex-Oxford scientific cameramen, Steve Downer and Richard de Aragues of Mad Cow Films. Along with a professional insect handler they spent three days using high speed photosonic cameras to capture the pie flinging antics on film.

Ed Robinson, Creative Director and Co-Founder at The Viral Factory comments, "It was no mean feat to shoot pies hitting insects at frame rates of up to 2000fps, Steve and Richard did an amazing job. The biggest challenge was creating enough light to achieve the required exposure without injuring the talent. We needed happy and healthy bugs to push custard pies into the faces of!"

Even with the specialist equipment, the depth of field was literally never more than a few millimetres, meaning that the insects only had to move minutely before going out of focus, or for the pies to miss. For this reason more than two hundred and twenty five miniature desserts, including Lemon Meringue pie, Coconut Custard pie and Cranberry Jelly pie, were specially crafted by an expert team of miniature props creators.

The recipes (example detailed below) followed the usual baking format, with the only difference being that the ingredients were reduced down to millilitres and the desserts were created under a microscope. Although the pies in the final film are genuinely minute millimetre size desserts, the smaller insects were not hit with these directly in case this caused injury. Instead only the jelly, custard and meringue toppings were catapulted towards them.

When asked about the insects' reactions on finding themselves in the middle of a pie fight, Philip Taylor, the professional insect handler commented, "The insects were unperturbed by the flying pies and far more interested in consuming the spoils."

Philip Taylor continues, "In the closing shot of the film, when the beetle is knocked over by a flying Cranberry Jelly dessert, off camera she was quick to get back on her feet and begin to hoover up the sticky remains.”
The casting for the shoot was an arduous task and resulted in a total of three hundred flies, fifteen beetles, one Elephant beetle, six common spiders, one queen wasp and one hundred bees being present on set at all times.

No insects were harmed in the making of Millimetres Matter but some did get their just desserts!

Example miniature dessert recipes

Lemon meringue pie:

0.7478 millilitres cornstarch

0.1478 millilitres tablespoon flour

0.176 millilitres cups granulated sugar

0.2 millilitres water, boiling

0.004 egg yolk, beaten

grated rind of .02 of a lemons

0.1478 millilitres butter

0.025 millilitres salt

0.075 millilitres unstrained lemon juice

Under microscope: Sift together cornstarch, flour, and sugar.
In centrifuge mix in boiling water, continuing to mix until mixture becomes smooth.
Cook the mixture in top of a double boiler for 30 seconds.
Be sure the water in the double boiler is simmering before the 30seconds count begins.

Meanwhile, beat a .25 millimetres egg yolk. Stir the hot mixture into the beaten egg yolks (to temper), then slowly combine the egg yolks entirely with the remaining hot mixture. Pipette in the grated lemon rind, butter, salt, and lemon juice.

Stir constantly, continuing to cook until the egg yolks becomes smooth and thick.

Pour the filling into the baked pie shell. Cover with meringue (see below) while still warm, but not hot.


.005 egg whites, stiffly beaten

.0025 teaspoon salt, scant

.09 tablespoons granulated sugar

.025 teaspoon lemon juice

Place salt and lemon juice in bowl and mix in centrifuge egg whites Check under microscope mix is stiff, but not separating. While centrifuging, gradually pipette in the sugar.
Spread meringue on top of lemon filling with a spatula.

Bake pie at 300°F until the meringue takes on a delicately golden color with lightly browned tops. Allow to cool before gently.

Notes to editor:

About Samsung Electronics:
Samsung Electronics Co., Ltd. is a global leader in semiconductor, telecommunication, digital media and digital convergence technologies with 2006 parent company sales of US$63.4 billion and net income of US$8.5 billion. Employing approximately 138,000 people in 124 offices in 56 countries, the company consists of five main business units: Digital Media Business, LCD Business, Semiconductor Business, Telecommunication Network Business and Digital Appliance Business. Recognized as one of the fastest growing global brands, Samsung Electronics is a leading producer of digital TVs, memory chips, mobile phones and TFT-LCDs. For more information, please visit

About The Viral Factory (

Founded in 2001, The Viral Factory is a leading viral marketing agency providing creative, strategic, production and seeding services.

They have created over 100 viral campaigns generating over 1 billion views for clients such as Microsoft, Ford, Samsung, Axe/Lynx, Philips and Trojan Condoms. Many of these campaigns have won coveted accolades including silver and two gold Cannes Lions, a one show silver pencil and multiple BTAA awards.


Charley Hayes
immediate future Ltd
T: 0845 408 2031


Product: Samsung Mobile
Title: ‘Millimetres Matter’
Agency: The Viral Factory
Creative: The Viral Factory
Production Co: Mad Cow Productions
Director: Richard de Aragues & Steve Downer
Producer: Jonas Blanchard & Nicholas Unsworth
Editor: Rick Waller
DOP: Steve Downer
Post Facility: Rushes
Telecine Artist: Simone Grattarola
VFX Artists: Brian Carbin, Richie White, Paul Hannaford, Emir Hasham, Matt Jackson
After Effects: Brad Le Riche

This press release was distributed by ResponseSource Press Release Wire on behalf of Immediate Future in the following categories: Consumer Technology, for more information visit