Galaxy S24 Series
A new era of mobile has arrived. The Galaxy S24 Series introduced the world to game-changing AI capabilities, a first in the mobile phone space. Leading up to launch, our creative team tackled every kind of deliverable to bring these devices to life. You’ll find some of the projects I worked on below — Galaxy AI is here!
✧ Created during my time at Cheil Dallas
✧ Services include graphic design & storyboarding
“Larger than Life”
To help tease the upcoming S24 Series, Cheil partnered with the studio Aggressive and created an OLV that spotlighted the device’s 100x zoom capabilities. Our hero uses the iconic “pinch and zoom” gesture to make small objects “larger than life”, giving viewers an idea of the new device’s camera zoom potential. I contributed to the campaign’s initial concepting phase, assisted with casting / making selects, and supported with wardrobe.
Station domination
Samsung introducing Galaxy AI was a huge milestone in the mobile phone space. So naturally, we had to go big with our marketing plans. We took over the Grand Central Station in NYC and loudly announced the launch of the S24 Series. Our team created train wraps, banners, stair wraps, posters, and more for this takeover.
For an interactive look at the station domination, check out NYC Subway Life’s TikTok of the experience. ♡
1HR roadblock
On the day of the S24 Series launch, Samsung took over multiple out-of-home media placements in major cities and played the creative above on loop for 1 hour. A few assets repeat themselves in the video / stay on screen for a while so passersby had a chance to see the new devices. After the storyboards received client approval, I worked closely with our Motion Design team to bring the video to life, providing both art direction and feedback along the way.
S24 iconography
The introduction of new features / materials required new icons to represent them. The S24 Series refined its’ camera capabilities, created a more durable device, and put AI in the hands of consumers. These are a few designs I created for launch that match the look and feel of Samsung’s already established icon system.
Creative Directors: Sara Khadar, McKenzie Bailey ✧ Art Directors: Jeffrey Meek, Julie Chappell, Jill Darrow, Raegan Wesley ✧ Copywriters: Brian Collins, Benjamin Jones ✧ Motion Producer: Jason Baskin ✧ Motion Editor: Mike McGowan