The objective with VFX and grading was to move the story forward in all possible ways. "We really wanted to help tell the tale of a decrepit city morphing into a feel-good urban space," says lead 2D artist Tara Demarco. "Adam Hashemi wanted to make sure the iconic bridge in the first shot was recognizable throughout the story as context for this evolution. We collaborated with him and the agency to place it in the best possible space in our wide shot of the building demolition as well as the end reveal to maintain that visual consistency."

Colorist Gregory Reese adds, "With the grade, the aim was to maintain the moody feel of the photography to complement the setting and song. We eventually give way to a brighter color palate and sunny feel as the field is revealed in place of the demolished building."

Barcelona, with its eclectic mix of classic, contemporary and modern architecture, was the backdrop for Samsung 'The Developer' that helped convey the city's density and urban sprawl. Lead 3D Artist Josh Hatton explains, "matte paintings added to this, layered in camera, as well as texturing inspired by hundreds of reference photos and YouTube demolition videos. The commercial builds to a climax with the explosion of the warehouse and reveal of the soccer field.

"We began with standard rigid body simulations to get the building collapse," Hatton says. "This became time consuming and still didn't look right, so we ended up breaking the structure up manually and animating the pieces. This gave us complete control of the behavior of the collapse and was still interactive enough so our animator could present many versions in one day. Once the collapse was working, we simulated all the extra debris and dust that a demolition would make, giving it detail and scale. The few shots with the building falling were important to the story, but not the star of the spot. With effects like this one, it is very easy to go over the top, so we worked very hard to nail the perfect balance."