Samsung: Galaxy S8
Launch of the highly anticipated Galaxy S8, introducing the world to the first ever Infinity screen.
Client
Samsung
Agency
R/GA
Year
2017
↳ Campaign Sizzle
01
Unbox Your Phone
The new Galaxy S8 has the world’s first Infinity Screen – an expansive display that stretches all the way to the edges of the device and makes everything feel more immersive. To capture this feeling, the launch campaign features a series of tranquil nature scenes that begin within the confines of a traditional phone screen, but then break free from these barriers. As each scene fills the frame, the edges of the Galaxy S8 become almost invisible, allowing the content to take center stage and showing just how immersive the Infinity Screen can be.
↳ Launch
02
Infinitely Amazing
We continued around the theme of a design removing the boundaries between your phone and your world. In this film, the screen becomes a portal, pulling the viewer deeper and deeper into an endless world of potential. Starting in the infinite sky, the scenes cycle through a variety of locations and situations related to the device’s features before stretching back into the starry night.
↳ Hero TVC
03
Times Square Takeover
There's no doubt Times Square’s scale is astonishing, so we made it a point to add extra emphasis to this feeling with this activation. We chose 4 marquee boards where the whale and diver would meet, then composed a wraparound scene and animation with branding around all the supporting boards. Even the water’s color was a palette of Samsung’s blue. The result was a tranquil, immersive yet arresting visual experience.
↳ Digital Out-of-Home + Animation
04
Made for Summer
Identifying that the Galaxy S8's key features were also some of the most relevant needs during the summer, it was only right to let potential customers know this device was made for summer.
Whether it was the water and dust resistance, the battery, camera or the screen – it has you covered.
We produced a couple of short TVC spots focusing on the water resistance and screen.
As well as an experimental programmatic campaign focusing on a mix of feature messaging paired with visuals to speak more directly to the target markets.
↳ Sustain / Refresh Campaign
