Samsung Gear IconX launching film
Role: Art Director, Cheil Worldwide / Client: Samsung electronics
Situation
Launch of Samsung’s first wireless earbuds (before Apple AirPods).
Needed to position IconX as innovative, highlighting fitness tracking as a core differentiator.
Challenge
Communicate a new product category in an unfamiliar market.
Balance technical features with an engaging lifestyle story.
Action
Created a dance-driven concept, using strong color contrasts to emphasize the earbuds.
Integrated fitness narrative to show practical benefits.
Directed music selection and post-production for rhythm, energy, and brand fit.
Result
Positioned Gear IconX as a stylish fitness companion, not just audio hardware.
Built brand credibility as an early innovator in wireless earbuds.
1. Final Global TVC film
2. Concept Story telling Sketches
Launching film aligned Print Ad
OOH A
OOH B
Challenge: Within 3 days limited shooting days, communicating with our directors and photographer, achieved to finalise and visualise which was stand alone wireless mobile device.
Location: London