SAMSUNG GALAXY S24 SERIES
A new era of mobile has arrived, bringing with it exciting new possibilities and innovation.
The Galaxy S24 Series marked a huge moment for Samsung—it was the very first mobile device with built-in AI capabilities. The launch highlighted how AI could transform the way we interact with our phones, from smarter photo editing to everyday use. It was an exciting challenge to help bring this feature to life visually, while also enticing customers to purchase their own device.
For the S24 Series launch, I worked on a wide range of projects alongside the Mobile creative team. From iconography to a subway station takeover, each piece helped form a cohesive campaign that celebrated the S24’s AI-driven capabilities in a bold and memorable way.
Credits:
Agency: Cheil North America
Creative Directors: Sara Khadar, McKenzie Bailey
Art Directors: Julie Chappell, Jill Darrow, Jeffrey Meek, Raegan Wesley
Copywriters: Brian Collins, Benjamin Jones
Motion Producer: Jason Baskin
Motion Editor: Mike McGowan
“Larger Than Life”
To help tease the upcoming S24 Series, Cheil partnered with the studio Aggresive to create 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 and 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 Mobile creative team created train wraps, banners, stair wraps, posters, and more for this takeover. For an interactive look at the station, check out NYC Subway Life’s TikTok of the experience. ♡
Initial Storyboards
One of the main launch deliverables for the S24 Series was a promotional video, which introduced the devices and their main colorways to the world. I created the storyboards that mapped out where the animated Key Visuals would go, as well as occasional kinetic typography. I worked closely with our clients at Samsung to get the storyboards just right before moving into motion.
1 Hour Roadblock
On the day of the S24 Series launch, Samsung took over multiple out-of-home media placements across major cities and played the promotional video above on loop for 1 hour. A few assets repeat themselves in the video / stay on screen so passersby had a chance to see the new devices. Throughout the process, I offered both art direction and feedback to the Motion Design team, ensuring we obtained a polished end result.
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 the launch that match the look and feel of Samsung’s already established icon system.