SAMSUNG

Challenge: To build intrigue for the new Samsung products revealed at UNPACKED 2020.

Insight: The Samsung community diehards latch on to any new feature release and love to guess what it will be, prior to the event.

Solution: Tease the most critical feature: Mystic Bronze colorway; but keep it blind.

My Role: Art Direction & Design Lead

Press: Adweek, Campaign Asia, TechRadar and Android Community.

Awards: Silver OBIE: International

Anecdotes: The project was slated to be 4 social posts, each teasing a feature of the different devices. Along the way, the client was so pleased with the state of the creative, they asked us to blow it out into a global digital OOH campaign as well as a dotcom takeover. Currently, the DOOH video has 10.9M views and counting…