Samsung Galaxy Unpacekd July
Art Direction / Concepting / Design Startegy / Creative Producer
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Client : Samsung
Agency : Cheil Worldwide
Art direction : Studio AMJ
Production : Studio AMJ
As Creative Producer Team Leader at Studio AMJ,
I led the concept, art direction, and design for Samsung Galaxy Unpacked July,
where the Z Flip 7 and Watch Series took center stage.
The event was envisioned as a milestone,
a marker guiding audiences into a new world of innovation.
Drawing on this narrative,
we experimented with and implemented striking visual element
that captured the sense of discovery, progress, and anticipation,
transforming the launch into an immersive cinematic experience.
Concepting
We conceptualized and experimented with product angles and motions
that highlight the key features of the Z Flip7 and the new Watch 8 Series,
while maintaining a cohesive tone throughout the presentation.
To deepen the immersive journey,
We explored ways to maximize the side screen’s potential
and integrated dynamic Z-axis movements to bring the visuals to life.
Z Flip 7
To express the Z Flip7’s expanded display and strengthened hardware,
We conceptualized a series of visual treatments that emphasized its elegance and versatility.
This included experimenting with refined folding angles, immersive unfolding sequences,
and precision lighting that highlighted the device’s slim profile and premium finish.
The result was a presentation that conveyed both the technological advancement and the tactile sophistication of the product.
Watch 8 Series
For the Watch 8 Series, We explored design approaches
that showcased its advanced health-tracking capabilities and refined aesthetics.
By integrating dynamic close-ups, fluid motion graphics, and light reflections that mirrored the curvature of the watch face,
the visuals captured both precision engineering and everyday wearability.
This balance between functionality and style allowed the product’s identity to resonate across the entire presentation.
Watch 8 Series
For the Watch 8 Series, We explored design approaches
that showcased its advanced health-tracking capabilities and refined aesthetics.
By integrating dynamic close-ups, fluid motion graphics, and light reflections that mirrored the curvature of the watch face,
the visuals captured both precision engineering and everyday wearability.
This balance between functionality and style allowed the product’s identity to resonate across the entire presentation.
For the Watch 8 Series, We explored design approaches
that showcased its advanced health-tracking capabilities and refined aesthetics.
By integrating dynamic close-ups, fluid motion graphics, and light reflections that mirrored the curvature of the watch face,
the visuals captured both precision engineering and everyday wearability.
This balance between functionality and style allowed the product’s identity to resonate across the entire presentation.