samsung

For this New Years campaign I directed for Samsung, they wanted to celebrate Gen Z, their personal style and self expression. Playing with strong silhouettes, snappy animation and goofy dads - each window of this virtual apartment block offers a peek into the characters’ lives and rituals as they get ready to party til dawn.

Creative Direction - Frida Ek
Production - Animade, CYLINDR, BMB Agency
Sound - CYLINDR
Client - Samsung

A mockup of Samsung's instagram grid, each post being a window creating a 12 framed red apartment building where people celebrate New Years 2022 on the roof top.

A colorful illustration of teenage girls happy and celebrating while wearing scarves and mittens, surrounded by sparkles.

An animated loop of a character dressed in tights and bucket hat lying on her back doing yoga.

An animated loop of two teenage girls doing a TikTok like dance in a living room with Christmas decorations.

An animated loop of a teenage boy jamming on his air guitar.

A character sheet featuring four stylised characters from the animation. It's a diverse gang with a variety of age, gender, ethnicity.