Samsung Curved TV “Beautiful Innovation” Global Campaign brand film
Role: Art Director, Cheil Worldwide / Client: Samsung electronics
Situation & Challenge
Global launch of Samsung Curved TV: translate 36.7° curve from spec to aesthetic value.
Market was spec-driven; needed emotional differentiation and cross-cultural resonance.
Action
Positioned the curve as a symbol of beauty, not function.
Inspired by architectural curves (Gaudí, arches, spirals) to tap universal aesthetics.
Shot in Spain, aligning product with curved architecture.
Used warm tones + minimal visuals to turn tech into “beautiful innovation.”
Result & Insight
Helped drive 6M+ global sales and gave Samsung TV a new emotional positioning.
Praised for shifting from spec-based ads to aesthetic storytelling.
Learned: Art Directors must translate technology into emotional, universal values—innovation as beauty.
To raise more awareness of curved technology of Samsung TV product, approached graphically, focusing on the beauty of rounded architecture, flaw in the film with very temperate color and graphic images.
Location: Spain
2. Concept sketches for film
Extra.
Many hands on sketches & approaches until final client's confirmation
