3DIMENSIONAL UNPACKED

Short List
Title3DIMENSIONAL UNPACKED
BrandSAMSUNG ELECTRONICS
Product / ServiceGALAXY NOTE8
CategoryD03. Live Events
EntrantCHEIL WORLDWIDE Seoul, SOUTH KOREA
Idea Creation CHEIL WORLDWIDE Seoul, SOUTH KOREA
Media Placement CHEIL WORLDWIDE Seoul, SOUTH KOREA
PR CHEIL WORLDWIDE Seoul, SOUTH KOREA
Production INVNT New York, USA
Production 2 DESIGNFEVER Seoul, SOUTH KOREA
Production 3 MUSEUM FILM Seoul, SOUTH KOREA
Production 4 SILA SVETA STUDIO Moscow, RUSSIA
Production 5 SOLID VFX LAB Seoul, SOUTH KOREA

Credits

Name Company Position
Jaesan Kim Cheil Worldwide Head of Brand Experience Business
Eun-sook Koh Cheil Worldwide Head of BE Business Division
Hwanjoon Cho Cheil Worldwide Head of BE Creative Division
Jihyun Park Cheil Worldwide Head of BE Business Group
Colin Kwon Cheil Worldwide Account Director
Jaesung Lee Cheil Worldwide Sr. Account Manager
Eunbee Kyung Cheil Worldwide Account Manager
Dakyung Lee Cheil Worldwide Account Executive
Jonghee Yoo Cheil Worldwide Executive Creative Director
Sohyun Lee Cheil Worldwide Senior Copywriter
Hongkoo Sohn Cheil Worldwide Senior Art Director
Heekyung Keum Cheil Worldwide Art Director
Hyunmin Lee Cheil Worldwide Show Lead Producer
Areum Han Cheil Worldwide Event Planner
Sangmin Lee Cheil Worldwide Event Planner
Yearin Kim Cheil Worldwide Event Planner
Hakkyun Choi Cheil Worldwide Creative Director
Yunji Jeong Cheil Worldwide Junior Creative Director
Jaewoong Yang Cheil Worldwide Space Production Director
Inho Kim Cheil Worldwide Space Production Manager
Ju Hyun Lee Cheil Worldwide Space Production Manager
Youngjin Oh Freelancer Agency Producer
Jongmin Lee Museum Director
Jaecheol Song SOLID VFX LAB Supervisor
Park Suchun Designfever Account Director
Lee Juhwan Designfever Creative Director
Alexander Us Sila Sveta Creative Director
Arthur Kandrashenkov Sila Sveta Art Director
Mike Kitson INVNT Production Director
Scott Cullather INVNT CEO

The Campaign

Creative ideas derived from the merging of two core factors: the massive 3D screen and the S Pen, which is Galaxy Note8’s key product feature. When introducing the main key features of the product, the 3D screen transformed into forests, deserts, oceans; when transitioning to a different visual, the S pen was used to open the screen from the middle, and turned the page starting from the corner. The viewing angle of the audience seats were meticulously calculated, so that the viewers could experience the hologram effect of the product rising from the floor screen. These creative ideas and effects received fervent responses onsite.

Creative Execution

Several graphic simulations were gone through as the actual screens are constantly being tuned until the last minute. As there are limitations to visualize the 3D content on a computer, a mini stage - one-eighth the size of the real stage – was set up for precise testing and editing purposes. For a successful launch of a new product, any distortions of the product were unaccepteed; the visuals were adjusted so that product images can be perfectly presented on the three sides. This process also allowed the team to develop content with mystical effects such as the product floating like a hologram or the presenter walking over water.

Indication of how successful the outcome was in the market

Samsung Galaxy Note8’s ‘3 Dimensional Unpacked’ successfully introduced the revival of the Note series through its grand screen and immersive content. 1,700 attendees at the event cultivated numerous PR articles that roused viral effects. This project reached up to 47 million live digital viewers worldwide.

Links
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