Samsung wanted to toast the role its products play in their customers’ celebrations, so we teamed up with CYLNDR and BMB Agency to create a captivating social media campaign.
We love creating animated work that celebrates personal identity and self-expression. Samsung products do feature in the campaign, but only as enablers: it’s about the role they play in bringing people together.
A virtual apartment block sets the scene for the social media campaign. Through each window, viewers get revealing glimpses of the residents gearing up for New Year’s Eve in their own ways.
We used a bold colour palette and graphic style to give the work a retro edge, and black outlined forms add definition and stage the characters nicely. The animations are very true to life, but we added little touches like elongated limbs to keep the style fresh.
Samsung wanted this global campaign to celebrate Gen Z, so it was important to appeal to that audience by making the animations realistic and relatable. Whether it’s their home setting, their clothes, or the way they style their hair, the characters’ personalities shine through as they represent their authentic selves having fun!
To do justice to an entire generation, it’s essential to be inclusive. The campaign features diverse, polished figures who represent people of different races, body shapes and genders—we drew female, male and non-binary characters, and made sure to avoid reinforcing negative stereotypes.
Style development, Storyboarding and animatic, Design, Animation, Render and delivery, Art direction, Project leadership, Creative Direction, Production and account management
6 x 10-15 second vignette animations, 9 x Instagram thumbnails, 1 x 30-second hero animations with 3D edit, Instagram AR Filters
Executive Creative Director
Jim Billy Wheeler
Flo Layer, Charlotte Riley (CYLNDR), Tom Sparks (CYLNDR)
Content and Creative Director
Bianca Eglinton (BMB Agency)
Jenna Kirby, Lily Gray (BMB Agency)
Jim Billy Wheeler, Bekki Leahy
Victoria Darriba Rios, Robert Duncan, Theresa Haas, Dev Joshi, George Judd, Bekki Leahy, Julia Olsson, Eilidh Reid, Yukari Schrickel, Ricard Badia, Max Halley, Adolfo Mendes, Jose Meneses, Milo Targett, Marco Van Der Vlag
C/O Tom Guest (CYLNDR)
It was an absolute pleasure working with the team at Animade. Not only is their work super creative and the team super organised, they are a lovely bunch of people who made every interaction—whether it was an email, call or Slack message—delightful!