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Galaxy winter forest
for Samsung Galaxy S8, Note8


IMC, 2018

Samsung Galaxy is a brand for everyone, regardless of the difference of experience.
Galaxy S8, Note wanted to create an advertisement of appreciation for the great love
it received from users. We considered how to actively communicate with customers
while maintaining the existing storytelling method of Galaxy ads. As a result,
a big concept, the 'Galaxy Trees in the winter forest', was born, and we displayed
photos and video taken by users on Galaxys on Galaxy Trees.

This campaign is operated by a range of digital media. By collecting photos
taken by consumers via Samsung’s online pages including instagram, facebook,
and an official webpage for two months, we created this campaign with
real consumers. Also, while selecting users’ photos and videos we
focused on them showed the Galaxy camera function well.

PROJECT  TYPE
Integrated Marketing Communications (IMC)
CLIENT
Samsung Electronics
MEDIA
YouTube, TV
ROLE
Lead Art director - Concept development, Designing Key-visual, Storytelling, Storyboarding, Supervising of production

Storyboard 

  
















Completion, as a new beginning
for Samsung Galaxy S8, S8 edge 


2017

There were three revolutionary points for this advertisement.
First, the artificial intelligence of Bixby, the second, Dex, which allows you
to use the monitor like your phone once you hook it up to your phone,
and the third, the broadened display capabilities. I suggested to create
three series, each as a short fantasy film. Instead of extensively narrating
the vast technology of Sansumg Galaxy, I wanted to portray the value
and impact this technology might bring to daily life; the fantasy of life. 


PROJECT  TYPE
Film / Print Commercial
CLIENT
Samsung Electronics
MEDIA
YouTube, TV, 
Magazine, Digital OOH
ROLE
Lead Art director - Concept development, Designing Key-visual, Storytelling, Storyboarding, Supervising of production


Storyboard for display series

This campaign Idea started during the creative meeting,
from my idea sketch, the shadow of the shark draws over a boy’s body.










Your Time with Gear S3

for Samsung Gear S3


2017

How should we advertise a digital watch that looks classier than a classic watch,
which had better waterproof functionality, and had more technologically advanced
functions, such as the barometer? We found the answer within the very meaning
of a watch. ‘Every single second we use to overcome challenges comes together
to form who I want to become.’ We aimed to show such values of time to our advertisements.
The meaning of time is best captured in the slogans
‘Becoming who I want to be, one second at a time’.

PROJECT  TYPE
Film / Print Commercial
CLIENT
Samsung Electronics
MEDIA
YouTube, TV,
Magazine, Digital OOH
ROLE
Art director - Concept development, Designing Key-visual,
Storytelling, Storyboarding, Supervising of production












💛7
 for Samsung Galaxy S7, S7 edge 


2016


PROJECT  TYPE
Film Commercial
  
CLIENT
Samsung Electronics
MEDIA
YouTube, TV
ROLE
Art director - Concept development, Storyboarding,
Supervising of production












Dazzling- everything new
for Samsung Galaxy S6, S6 edge 


2017

The most unique thing about Galaxy S6 was a brand new edge design
inspired by the gemstone. I believed that I needed a more unique and
intriguing story-telling to show the design essence of Galaxy S6. Hence,
I went on to create a fantasy-like story line with the idea of
an extraterrestrial stone falling to Earth. 



PROJECT  TYPE
Film / PrintCommercial
  
CLIENT
Samsung Electronics
MEDIA
YouTube, TV,
Magazine, Digital OOH
ROLE
Lead Art director - Concept development, Designing Key-visual, Storytelling, Storyboarding, Supervising of production



Storyboard

In the beginning the client was skeptic about the concept of ‘Fantasy’
as it may portray the technology as being a fantasy also. However
they came around as the S6 ad was a success, and the concept gave
Samsung a unique stand from its competitors. Until this day ‘Fantasy of life’
has been acquired as the brand’s value as shown in S8 advetisement.














UHD ZOO
for launching Samsung UHD TV


IMC, 2013

To show the vividness of the UHD TV, we were going to take 4K films of
endangered animals and display them in the UHD TV so vividly, that
it almost seemed like you are seeing the actual animals up close.
We actually opened UHD ZOO in the museum and filmed the process in TVC.

The UHD ZOO refers to a zoo with films of endangered animals, rather than
having actual animals. It was idea to not just focus on maximizing profit,
but also to leave a positive social impact.



PROJECT  TYPE
IMC 
CLIENT
Samsung Electronics
MEDIA
Exhibition, TV
ROLE
Junior Art director - Concept development, Designing Key-visual, Storyboarding, Organising UHD ZOO exhibition



UHD ZOO Exhibition  

We organized UHD ZOO exhibition at Beyond museum in Seoul.
Especially for children who may not see endangered animals in real,
we created a range of interactive experience including feeding virtually,
and taking a photo with animals.
.  



Reflection

In the course of researching for the UHD ZOO campaign, I learned that
the Congo Mountain Gorillas were endangered because most of their habitat
was destroyed to mine for ore needed for smartphone parts. Even though
this campaign was for TV, I should ask by myself whether this campaign is
suitable for Samsung, which has a representative brand, Samsung Galaxy.