Samsung Galaxy MWC

We Art directed the full film for the MWC 2022 event from beginning to the end and also directed the Opening film.

The opening film showcases the overall visual theme for the year’s event - an exciting range of new electronic products. We visualized the seamless connection between Galaxy devices, with burgundy used as the primary color as it was the primary color of the Galaxy Book this year. Out of all the Galaxy devices, the Galaxy Book was the hero of MWC 2022.

seamless connectivity

To show the seamless connectivity of Galaxy devices, we came up with a one scene animation that weaves through a range of devices in a single continuous transition. Later on a few more devices were added, leading up to the final storyboard.

On a side note, many ideas went back and forth as to what should be on the screen of the Galaxy Book Pro 360 in the first scene. The client initially asked for an image related to the ‘year 2022’. We proposed a tiger (2022 was the year of the tiger), but eventually boat and water ripples were chosen as it seemed to work best in transitions.

Making Transitions

We also incorporated 2D animations in the main event film. Each time the presenter approaches or when transitioning to the next theme, animations were used in the same tone and manner as the opening film to make the transition smooth and familiar, keeping a visual identity throughout the event.

Color variations & key visuals

We used a limited set of colors and simple 2D graphics as the key visual to effectively communicate the fluid connection between devices.

We developed the look for the event working with the Galaxy Book’s main color: burgundy.  Under the light, the Galaxy Book displays a wide spectrum of burgundy shades. We took note from this observation and developed a range of color palettes: from powder pink to deep wine along with sub colors that compliment the main colors.

︎

The process was intense and there are many things to keep in mind. But at the same time it is an opportunity like no other - to have a chance to collaborate on brilliant productions alongside the agency and the client.

Samsung

Cheil Worldwide

BMT

Super Hero 

Locus
Palomino
Hivelab