Samsung Device Campaigns
Galaxy Note20 5G / Z Series 2
When I started at Cheil / CYLNDR in July 2020, this rapidly growing agency was in the middle of a new device launch. It was an intense learning process. Previous experience working in the mobile device space was invaluable and I contributed to high volume, quick turnaround digital banners and custom placements.
*Fun fact: the Xbox Game Pass banner image was the first image comp I retouched for Samsung.
Galaxy S20 FE 5G
Following Note20, Galaxy S20 FE was a smaller device campaign refresh for an already existing model. This was smaller in scope than a new device launch, incorporating HQ assets along with a few newly created elements to create digital and print placements. This work came fast a furious and was in and out of the door in a matter of weeks.
Device comp / Image retouching
Holiday 2020 Promo
Holiday 2020 was the first major net new project I was given the opportunity to lead from concept to deliverable. Various key visual elements were created to target demographics for a range of devices, incorporating and compositing stock images as screen fills to appeal to these targeted groups.
This campaign was primarily directed as online advertising placements. Arrangements of product photographs retouched with holiday-themed screen fills, each message coincided with specific device sets. In the end, these holiday ads expanded into hundreds of different custom placements stemming from the initial creative. Each of the message sets are represented below in a few examples of the range of sizes created.
This image for the holiday promo started as a stock image. After several rounds it had been directed from the client to be color corrected with snow added along with the request of lights added. The lights were painted-in using photoshop. this image was placed in screens showcasing an ecosystem of devices.
Joy
Function
Affordable
Awesome
Entertainment
Surprise
School
Optimist
Pragmatist
B2B Key Visual Creation
These one-off business to business focused device projects came along which required some concepting, a lot of stock image searching, photoshop compositing and a sprinkle of back and forth tweaking with the client to convey how these devices can be useful to conduct business utilizing special features.
Galaxy S21 5G
Galaxy S21 5G was a major device launch for a radically redesigned set of flagship devices. It was the first major launch I started from the beginning and worked as one of the key players in the implementation of retail print, digital, video storyboarding, and out of home placements as well as creating micro sites (device “Learn More” pages). Here are few examples.
This was the first campaign that I began storyboarding re-cuts of existing HQ videos, working closely with editors to localize content for the US market. Below are examples of what was shared with client to ensure that the copy and placements were correct prior to creating the several versions of video we were tasked to make. I have since worked in this way collaborating with our editors to deliver not just re-cut videos but hopefully uplifting the creative in a meaningful way.
Device feature messaging storyboard - 15sec video
Device feature messaging storyboard - 15sec video
Device feature messaging storyboard - 15sec video
Mother’s Day messaging storyboard - 30sec video, repurposing existing creative with new copy placements.
Galaxy Z Series
Galaxy Z Series 3 is an update to Samsung’s innovative foldable devices. I worked on many facets of this campaign, ranging from the national retail promo and online ad placements all the way through a major transit/billboards and outdoor signage as well as providing direction for edits of videos. Every launch has it’s own special idiosyncracies, and this one had many twists and turns. As much as Cheil / CYLNDR workload has grown, it still amazes me how much we get done in a launch phase.
Prior to the Z series 3 launch we had a small awareness campaign for foldable devices comprised of net new images a team from Cheil concepted and shot in studio for video and still images. I was involved in the digital banner creation portion of this mini-campaign.
If you have made it this far, you may be catching on that there is a pattern in device launch campaigns for Samsung! Especially when creating hundreds digital banners and print retail pieces, it can tend to lean a bit to the “not so creative” side of agency work. But behold! there are many moving parts and many types of placements with opportunities to stretch the provided assets. On this campaign I took a deep dive into the world of out-of-home placements as you will see in the next section of this portfolio…
Below is an example of a custom ad placement with an accompanying video placement in both collapsed and expanded form.
