Samsung
Connected Living
Creative Direction for Samsung Connected Living, a modular video series showcasing how all their devices seamlessly work together.
My team at Razorfish was tasked to create a modular series of videos and webpages that effectively demonstrate a variety of use-cases and benefits of the Samsung device ecosystem. Leading the project's creative, we crafted and delivered 12 individual videos, shot remotely during the early pandemic within 5 days.
Crafting a truly modular series
During the early pandemic, the whole industry was forced to find new ways to work together – this project was no exception. Original plans for a New York based production quickly flew out the door. Ultimately we found ourselves working with a Korean production, managing extreme timelines, opposing timezones, and massive language gaps. The entire shoot took place over the span of 5 days in a studio outside of Seoul, with my US based team glued to a in monitor live-feed for feedback.
To optimize our process, we planned an entirely modular set consisting of movable walls and platforms to allow easy scene transitions and rearranging for each shot. The finished product resulted in a colorful yet flexible series with playfully aware touches.
Create your own connected life with a network
of Samsung devices that simply work together.
A video per scenario
To showcase the variety of use cases and interconnectivity, we shot over twelve videos that outline a different scenario where Samsung could help make your life a little more connected and easier than ever. Using our modular set and cast of characters we crafted mini-stories that work in any language.
All in this together
The scary movie
Game day specialist
The dinner hero
Samsung
Razorfish NYC
As the creative director for this project, I ran a slim team made up of 2 copywriters, 3 producers, 2 visual designers with Tim Wolf, GCD, overseeing our progress. The process started from the ground up with only a list of product bundles and key selling points to lay the foundation for our stories. We built out those raw ideas over the span of a month, transforming stories into storyboards, character cards, talent casting, drawing out art direction for everything from camera instructions to set design. Since we were working remotely with the Korean production team, no stone was left unturned.
Once the shooting was over, the work went on to the editing table, creating various cuts, reworking storyboards with client feedback, retouching stills, and creating a digital experience to house the videos and product bundles on Samsung.com.
Shot in South Korea.
PM: ELLEN DOUGHERTY
PRODUCER: MICHAEL DIAZ
DIRECTOR: LEE BYEONG HEON
PRODUCTION: TMTM
AGENCY: RAZORFISH
CLIENT: SAMSUNG
GCD: TIM WOLF
CD: DAN ASHLEY
CD COPY: AINSLEY WALLER
AD: CONNIE ZHOU
VD: MARINA RUTENBERG
COPY: SILAS RUPPE