Galaxy Unpacked 2025 — New York

We developed the concept and crafted content for the launch of the new Galaxy Foldables and Watch series at the Unpacked event. The direction reflects Galaxy’s sleek new design and advanced AI features—framed by the energy of New York, a city rich in culture and contrast.

This project gave us the privilege of exploring Galaxy’s vision ahead of the world and translating it into experience.

‍

Openness meets diversity

‍

We focused on the intersection of the Foldable’s core idea—openness—and the cultural diversity of New York. The concept unfolded through welcoming, expressive motion design that captured the spirit of accessibility.

‍

Intuitive yet poetic

‍

To highlight the Watch’s Sleep AI, we drew a contrast in time: Galaxy Foldables were presented as “day,” and the Watch as “night.” The visuals for the Watch moved through emotional gradients—from dusk to night to early dawn—guiding viewers gently toward rest. We also imagined a user wearing the Watch in a rainy New York, and developed R&D visuals to convey water resistance in a poetic yet intuitive way.

‍