SAMSUNG
Square pegs & round holes
3d billboards
creative direction
design system
out of home
The Problem
Every Samsung product launch included a massive OOH media plan.
Dozens of placements, each with different shapes, sizes, and constraints + locked assets with strict usage rules.
Make it all fit. Make it memorable.
The Approach
Prioritize where to push and where to scale.
High-impact placements became concept-driven builds. Everything else was supported by a flexible design system, built to adapt across digital and print without compromising composition or brand standards.
One system. Two speeds: concept-driven and scalable.
The Outcome
A cohesive OOH presence that elevated the brand at every touchpoint.
Hero placements delivered standout, concept-led moments.
Scaled placements maintained precision, clarity, and consistency.
Premium showed up in the details: clean composition, intentional cropping, and flawless execution across every format.
Pocket-sized prize
A custom 3D billboard at The Americana, placed above the elevator banks.
Leaning into the Galaxy Z Flip5’s compact form, we turned the screen into a life-sized crane game. The device becomes the prize, breaking the frame to create a dimensional, stop-you-in-your-tracks moment.
