Something Satisfying from Samsung
BACKGROUND Collectively at Samsung we have been elevating our organic social feed with curated posts that feel more authentic and less sale-sy. As part of that directive some funds were allocated for a series of organic social posts that convey product benefits of the new Galaxy S25 Edge, a slim and light design that minimally compromises on features.
MY ROLE I directed our agency Cheil to concept surreal, mind-bending 3D animations that tell a product benefit story-our top selling features as determined by ou product marketing partners. I selected concepts and refined them to be as fun and scroll-stopping as possible. I reviewed storyboards and directed change since we had no time for edits in the production phase.
PROCESS This timeline had absolutely no padding. If we wanted these in market by launch we needed to be as buttoned up as possible during the white paper concepting phase of the project. Like any great idea this one was almost sidelined when budgets began running out, threatening to absorb our remaining funds. But we had a lot of heart for this one and fought for it. We had to cancel production of two remaining concepts that hadn’t been initiated but the rest of the project resumed its course.
RESULTS 5 whimsical 3D animated posts with custom music that looped. They were designed to family well as a mini social first campaign. The results were not surprising. These received a significant amount of impressions despite the fact that no media dollars were behind them.
They received 120K organic impressions, 37K likes, 17K shares
