The new Galaxy S8 has the world’s first Infinity Screen – an expansive display that stretches all the way to the edges of the device and makes everything feel more immersive.
To capture this feeling, the launch campaign key visual features an aquatic encounter that moves through the confines of a traditional phone screen. As each scene fills the frame, the edges of the Galaxy S8 become almost invisible, allowing the content to take center stage and showing just how immersive the Infinity Screen can be.
2D Lead Artists: Lee Towndrow, Daniel Thuresson, Jade Kim
3D Lead Artists: Felix Urquiza, Kevin Ives
2D Artists: Tim Robbins, Andre Vidal, Ben Kwok, Blake Druery, Kieran Hanrahan, Nick Tanner, Yoon-sun Bae, Molly Intersimone
3D Artists: Cory Cosper, Jeremy Ramirez, Juan Salazar, Juan Zavala, Monique Espinoza, Adam Dewhirst, Alek Vacura, Alex Allain, Arman Matin, Charles Lee, Christine Kim, Claire Yawen Chang, Cole Clark, Henning Koczy, Incheol Jeong, Ivan Joy, Jonathan McCoy, Juan Carlos Barquet, Justin Kurtz, Kevin Ives, Nick Couret, Rachel Start, Sandor Toledo, Sean Dooley
The official launch took place in the biggest way imaginable: A massive, life-sized blue whale swimming through Times Square. R/GA synchronized 45 different billboards to create a single, connected experience that immersed everyone who witnessed it, as the whale moved seamlessly from screen to screen to screen
Our execution won a Bronze Lion at Cannes 2017 for Design Craft: Video / Moving Images.