Galaxy Note 10
UNPACKED
47.5M Viewers, 5K Attendees: A Record-Breaking Live Event
Samsung Galaxy Unpacked 2019 is one of the largest and most successful projects that I’ve worked on to date. For this one hour event, I was responsible for conceptualizing, planning, creating, directing and executing the content from start to finish.
We worked as one team throughout the 5 months process with Samsung’s internal team and external specialists that’s included writers(WWW), designers, motion designers, 3D artists, photographers, directors, event vendors and producers.
On-site in Brooklyn, New York, I oversaw the offline content experience—making sure every presentation, visual element, and moving part came together as planned. Also I directed the film production to capture the highlight moments from the event and create a recap video on Samsung Official Youtube channel within 24 hours(Film below).
The event was attended by over 2,800 select media, influencers, and tech gurus, with over 5,000 people in person and livestreamed globally to 47.5 million viewers.
My Role: As part of the core creative team, I led and managed the creation of content for the event, the highlight film(featured below), and Samsung.com—developing concepts, planning, art directing, and bringing it all to life.
AGENCY CHEIL
PHOTOGRAPHER JEFF VALLEE
PRESS
Planning content that
never existed before
Based on the 1 hour long script, I worked closely with Samsung to create an immersive and unforgettable experience. The uniquely designed screen was the blank canvas for my team. We filled the canvas with content that would make the speech powerful and communicate the message the best.
Creating and art-directing
After planning, we moved onto the next step: create. Finding the right photographer with an ability to capture what we imagined and to understand the complexity of the project were the key. Working with a team of 4 producers, a photographer, a director of photography, a stylist team, and a make-up crew, I oversaw the whole 5-day shooting in London as the creative lead.
Samsung.com
Cross-regional and cross-functional content
One of my primary goals was to ensure that the finished product would be usable on a variety of different platforms,
not only Samsung.com, in different regions and with different types of media.
