Samsung Galaxy S9|S9+ Global PR film 

Role: Art Director, Cheil Worldwide / Client: Samsung electronics

Situation

  • Originally planned as an internal training film to explain product features.

  • The Galaxy S9/S9+ launch required a strong global narrative to stand out in the premium smartphone market.

Challenge

  • Transform a functional, internal video into a globally appealing PR film.

  • Balance feature dramatization with a storytelling approach that resonates across markets.

Action

  • Collaborated closely with the client and a copywriter to reshape the script.

  • Highlighted four key features through cinematic dramatization.

  • Integrated the symbolism of “9” and the violet product color into the creative tonality, making the experience feel vivid and real.

Result

  • Film transitioned from an internal asset to a main global campaign.

  • Strengthened product positioning by linking technical features with emotional, real-life experiences.

  • Praised internally as a model of how to elevate training material into global branding content.

1. Concept Sketches

2. Film Outcome

1. Concept Sketches

2. Film Outcome

1. Concept Sketches

2. Film Outcome

1. Concept Sketches

2. Film Outcome

Location: LA, USA