When you connect your Galaxy S7 with other Samsung devices the possibilities are endless. For this long-term brand campaign, we created a system that articulates the power of these devices as they come together. Lifestyle stills and video, product photography and product-driven videos were implemented in hundreds of executions across channels including TVC, OOH, digital, experiential and Samsung.com.

 
 

We conceived a design system that was flexible enough to work across different mediums and proportions. This is just a part of it:

 

TV spots showed the benefit of connecting products together through simple use cases.

 

Digital advertising drove to Samsung.com, where users could see the products in action and buy them together.

 

A 140-page brand book was used to articulate the visual and verbal tone of the campaign internally.