Samsung
A global campaign to welcome the New Year in style, counting down and connecting with your besties.
To mark the start of a New Year, this campaign I directed for Samsung celebrates community by tapping into Millennial and Gen Z subcultures. We created a series of charming vignettes centred around an apartment block and all the different lives and stories that it holds.
Through a grid takeover in the run-up to New Years Eve that culminated in a takeover of Samsung’s DOOH sites in Piccadilly Circus, Times Square and Duomo di Milano.
‘Party on Samsung Street’ was a playful series showing friends staying connected via Samsung devices, whether you’re in the middle of nailing the latest viral TikTok choreo or halfway through downward dog.
‘Party on Samsung Street’ was a playful series showing friends staying connected via Samsung devices, whether you’re in the middle of nailing the latest viral TikTok choreo or halfway through downward dog.
We wanted the designs to capture a generation passionate about personal style and self expression. Through playful characters with strong silhouettes and bold colors we wanted them all to feel unique and well rounded.
Humour and charm were integral to the campaign, creating fun moments of snappy animation with air guitar solos and goofy dads. Each window of this virtual apartment block offering a peek into the characters’ lives and rituals as they get ready to party til dawn.
Humour and charm were integral to the campaign, creating fun moments of snappy animation with air guitar solos and goofy dads. Each window of this virtual apartment block offering 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 Design CYLINDR
Client Samsung
Production Animade, CYLINDR, BMB Agency
Sound Design CYLINDR
Client Samsung
