Samsung
A global campaign to launch NYE with a bang
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.
Celebrating Gen Z
Samsung's global Gen Z campaign required relatable, realistic animations. We ensured characters' authentic personalities shone through their style and settings, appealing directly to this audience.
Express yourself
We used a bold colour palette and graphic style to give the work a retro edge, while outlined forms add definition and stage the characters. The animations are true to life, but we added fresh touches like the elongated limbs.
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.
Diverse figures
To do justice to an entire generation, it’s essential to be inclusive. The campaign features diverse figures who represent people of different races, body shapes and genders.
Credits
Services
Style development, Storyboarding + animatic, Design, Animation, Render + delivery, Art direction, Project leadership, Creative Direction, Production + account management
Deliverables
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
Tom Judd
Creative Director
Frida Ek
Art Director
Jim Billy Wheeler
Producers
Flo Layer, Charlotte Riley (CYLNDR), Tom Sparks (CYLNDR)
Content and Creative Director
Bianca Eglinton (BMB Agency)
Client Services
Jenna Kirby, Lily Gray (BMB Agency)
Project Lead
Yukari Schrickel
Design
Jim Billy Wheeler, Bekki Leahy
Animation
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
Sound Design
C/O Tom Guest (CYLNDR)
