We were asked to create a shareable teaser concept for the launch of Samsung’s latest mobile device, something that would prompt consumers to imagine what the new gaming, productivity and communications features might be. First, we dropped our teaser into a one-of-a-kind, high-traffic 4D outdoor unit in Seoul, South Korea, showcasing a beautiful and engaging piece of animation to tell a story that was both mesmerizing and easy to decipher. Visual metaphors highlighted the superior work-and-play capacity of the Samsung Galaxy without giving too much away. We used the gorgeous brushed rose gold color of the phone itself to color our type. The work was also posted in London, England; Poland; Spain; and the United States of America. We posted on Twitter, YouTube, and Facebook. The work was shared socially in anticipation of the new Galaxy. Our asset was viewed by 70 million people—and the launch was a huge success.

To entice our global target (men and women aged 25-40) we teased Samsung’s new matte, copper finish in the form of animated liquid 'clues' to the new gaming, productivity and communication features on the soon-to-be-released Samsung Galaxy device, features which were eventually shown in detail on launch day at Samsung's much anticipated Unpacked event.

To entice our global target (men and women aged 25-40) we teased Samsung’s new matte, copper finish in the form of animated liquid 'clues' to the new gaming, productivity and communication features on the soon-to-be-released Samsung Galaxy device, features which were eventually shown in detail on launch day at Samsung's much anticipated Unpacked event. We found and dropped our teaser into a one-of-a-kind, high-traffic 4D outdoor unit in Seoul, South Korea, showcasing a beautiful and engaging piece of animation to tell a story that was both mesmerizing and easy to decipher. The work was also posted in London, England; Poland; Spain; and the United States of America. We posted on Twitter, YouTube, and Facebook. The work was shared socially in anticipation of the new Galaxy. Our asset was viewed by 70 million people—and the launch was a huge success.

We selected a one-of-a-kind outdoor unit in Seoul, South Korea and proceeded to design a bespoke creative solution which made the most of this captivating space. The shapes came first. We designed unique icons hinting at the powerful new products and features, meant to entice online conversations among Samsung and tech fans, then partnered with ManvsMachine to animate and give them a visual field within which to exist. Together we created innovative 3D optical illusions via the magic of CG animation. The attention-grabbing animated transitions from one icon to the next were designed to evoke the power and playfulness that came together in the products and enhanced the Samsung brand, and weave a design and product narrative via metaphoric imagery. The white 3D ‘room’ was chosen to create a clean, futuristic feel where anything felt possible. Special attention was given to the copper material design, finish, and reality-defying liquid properties. We chose the iconic rose/gold/copper tone for our typography, based on the premium matte tone of the device itself. This work was accomplished inside an extremely aggressive four week production window, a huge challenge given the complexity of the concept. Design choices were specifically meant to evoke the biggest ‘splash’ feel for viewers at street level. The curved edge of this remarkable outdoor unit wraps the corner of the building and has a total surface of 1,620m² (four times the size of a basketball court). This technology created the sensation of real copper fluid filling a massive 66 foot tall and 263 foot wide tank. This fluid “anamorphic” effect had many people on the street believing the unit was actually filling up with a liquid copper substance, an immersive visual experience created and delivered by Samsung.

To elevate the brand and to make the product feel more premium to consumers, we created a stunning copper droplet that elegantly morphed and teased the phone’s new features. The work met and exceeded every KPI goal set for the campaign—with a 260% increase in Likes, 70MM views of the Remind video and over 8.6MM live views on Twitter (a new brand record for Samsung). In addition, we achieved:

+2.9M clicks for Tease Website traffic campaign

+3% click rate for Tease Website traffic campaign

+$0.05 CPLC for Tease Website traffic campaign (vs. 2019 $0.45 CPLC)

+3.3% engagement rate for Polls/Convo Cards, $0.06 CPE for Polls/Convo Cards

+Promoted views: 6.7M (new Samsung record on Twitter) for Live

+CPV: $0.05 (vs. 2019 $0.13 CPV) new Samsung record on Twitter for Live

+24-hour promotion of 24 product-related assets driving views and engagement

+2 weeks of Conversational Cards for #AskNoteAnything