Samsung Galaxy Unpacked 2H
A launch is over in an hour. How do you make the feeling last all night?
Samsung was revealing its newest foldable phones to the world. The room would be full of press, creators and partners who've seen a hundred launches. It needed to feel like theatre, and it needed to keep going long after the last product was shown.
We treated the whole evening as one story told in three parts.
It opened on the main stage, a custom built set with moving screens where every reveal was timed to land at exactly the right moment.
When the keynote ended, nobody was sent home. Guests moved straight into spaces where they could pick up the new phones and try the features they'd just seen on stage.
From there, the night rolled into the Unpacked Night afterparty.
No hard stops and no awkward gaps, just one night that kept building. The people who came to watch a launch ended up spending the whole evening in Samsung's world.
To see the launch livestream click here.
Client : Samsung
Agency : GPJ
Locations : London, UK
Role : Associate Creative Director