Samsung Retail Experience
Creative Direction, Photography Direction, Illustration
In the realm of mobile technology, one of the pivotal moments in the customer’s journey is the retail experience. Whether it unfolds in a high-end flagship store or a neighborhood big-box retailer, the opportunity to physically engage with a device’s features can be the decisive factor in shaping the purchase decision. At each Samsung launch event, known as “Unpacked” in our parlance, we craft a distinctive on-device retail experience. This immersive experience is designed to spotlight the features of our phones, ensuring that customers have an opportunity to fully explore the devices’ capabilities before making their purchasing choices.
Galaxy Z Flip 5 and Z Fold 5 Launch
For the launch of the Samsung Z Flip and Z Fold 5 series, our focus was on creating captivating content for the retail modes of both devices. This encompassed the development of a mobile app and a web-based microsite.
The client’s vision was to deliver short, easily digestible content that swiftly showcased the key features while placing a strong emphasis on the devices themselves. To achieve this, we crafted a compelling mix of short videos, photography, and cinemagraphs. I lead the photography direction and cinemagraphs, about 70% of the final content, from concept to execution. Additionally, I played a crucial role in conceptualizing the overall theme, presenting it to the client, meticulously retouching visuals, and integrating them into the UI design.
To lay the foundation, we crafted distinct character archetypes for each device, keeping in mind the target audience. The Z Flip, tailored to a slightly younger Gen Z demographic, featured an influencer and a fashionista, while the Z Fold, designed for millennials, showcased an art director and a businessman. Environments and sets were aspirational, keeping with the premium theme of the devices. One creative standout was a custom mural backdrop that I designed for the Z Flip scenes. It incorporates the device and Samsung palette and a graphic look with feature callouts. Â
Retail Mode UI, Galaxy Z Flip 5
To ensure a seamless user journey, we organized the features into four marketing pillars accessible from the native home screen. Each pillar represented a core aspect of the devices’ capabilities. Within each pillar, 2-5 key features were highlighted, with each feature getting its dedicated page and corresponding content. This approach allowed customers to delve deeper into the functionalities that interested them most, facilitating an informed decision-making process. Each page also incorporated a specification and comparison Call to Action (CTA), encouraging customers to move seamlessly from learning about the features to making a purchase.Â
Behind The Scenes
Galaxy S23 Launch
Photography samples from the Samsung Galaxy S23 retail launch project. This was a joint video and photo production creating content for the retail mode on device features demo, features microsite and in-store POP. I had complete control over the photography direction and also played a heavy role in conceptualizing, client presentation, prop selection and set direction for both the video and photo projects.
Galaxy S22 Series Launch
A joint video and photo production to market new features for the Samsung Galaxy S22. I had control over the photography aspect and also contributed to conceptualizing, prop selection, and set direction for both projects. We carefully curated props and set designs to highlight the device’s capabilities, resulting in captivating visuals for the marketing campaign. The project successfully showcased the Galaxy S22’s innovative features and left a lasting impression on viewers worldwide.
Galaxy Z4 Series Launch
Similar to the the Galaxy launch, I filled the same role for the Samsung Z Flip 4 and Z Fold 4 launch. Assets for both projects are used in store, on device and online to promote unique features.
Behind The Scenes
