Samsung — Celebrating the whole new experience with Galaxy XR

Concept
Art Directing
Directing
Key Visual
Motion
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The moment you put on the Galaxy XR, every space around you transforms. What once felt unreal becomes tangible — right before your eyes. We explored multiple creative directions to express this sense of expanded perception and deep immersion in a single key visual.

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Reimagining Space Through Immersion

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To visualize the expansion of senses and experiences, we explored scenes that balance minimalism and surrealism. Alongside product-focused compositions, we created immersive, dreamlike environments that reinterpret familiar elements in new ways.

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Refining the Character Through R&D

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We explored diverse design directions to capture the open-minded spirit of new experiences. As Galaxy XR represents the present moment rather than a distant future, the character was refined to feel modern, relatable, and authentic.

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Discovering the Most Defining Angle
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The right angle reveals more than beauty — it captures the essence of the product itself. Galaxy XR’s headrest design offers lasting comfort and balance, a subtle harmony we expressed through thoughtful composition and perspective.

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DOOH in SEOUL / NEW YORK / LA

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Client

SAMSUNG

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Agency

Cheil Worldwide

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STUDIO AMJ

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Director

Minju Song

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Art Director

AJ Ryu

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CG Superviser

Hwan Hyun

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3D Lead

Teo Kim

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Unreal Engine Designer

Hwan Hyun

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3D Designer

Kyeowool Kang

Hansol Kim

Ohoon Kwon

Sanghyun Kim

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