Galaxy S24 Series
A new era of mobile has arrived. The Galaxy S24 Series launched in early 2024 and 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!
Projects created at Cheil Dallas as an Art Director
“Larger than Life” OLV
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. By having our hero use the iconic “pinch and zoom” gesture on smaller objects, which in turn made them “larger than life”, this gave 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.
NYC Grand Central Takeover
Samsung introducing Galaxy AI this year 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 the station domination.
It’s always so exciting to see the projects we worked on get shared on social media.
Shoutout to NYC Subway Life for the vibey video of our Grand Central takeover.
1HR Roadblock OOH
On the day of the S24 Series launch, Samsung took over multiple OOH 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.
I led this project from an Art Director perspective and worked closely with our motion design team, providing creative feedback and storyboards for them along the way.
Iconography
The introduction of new AI features / materials required new icons to represent them. These are a few designs I created for the S24 Series that match the look and feel of Samsung’s already established icon system.
Project credits throughout
Creative Director / Sara Khadar
Associate Creative Director / McKenzie Bailey
Senior Art Director / Jeff Meek
Senior Art Director / Julie Chappell
Art Director / Jill Darrow
Graphic Designer / Raegan Wesley
Senior Copywriter / Brian Collins
Senior Copywriter / Benjamin Jones
Motion Producer / Jason Baskin
Motion Editor / Mike McGowan