02/06

Product &

Lifestyle

 

Writing, Visual Research & Design

 

2020

samsung
Product Director Treatment Cover for Samsung
TONE

A feeling of freedom, ease, and authentic enjoyment.

 

The Galaxy Book S connects, empowers, and liberates our characters. Everything feels refreshingly smooth, fun, and energetic. Worry-free. Uncluttered. Effortless. We can even feel the lightness of the device as our characters engage with it. All with a casual sense of ease.

 

The dynamic camera movements, transitions, and match cuts are balanced with natural performances and warmly relatable characters. In contrast to so many chaotic commercials these days, our tone is refreshingly refined and a little ZEN, allowing the viewer to soak up the narrative with total clarity and a genuine connection of their own.

 

This is style with soul. Premium, but charming and inviting. It’s about elevated authenticity. The world on its best day with our characters living their best lives. And it’s unmistakably SAMSUNG.

 

The visual style is bold and confidently refined…but it’s also playful. There’s a great balance of sophistication and light-heartedness at play. Both stylish and human. Energetic and elegant. Cinematic and elegantly restrained.

 

The purposeful flow and momentum in our visual style can be echoed in the familiar and easy character/product interactions. This is the key. We want it to feel genuinely intuitive and believable to be getting work done in all of these different places. This way, the product always seems organically embedded within the story worlds. This is also why casting and performances are such a priority.

Product Director Treatment Locations Page Sample
STORY

Our plan is to cover the story so that it can fit together in a few different ways. The goal is to create an easy flow from scene to scene with a smooth continuous momentum, even if the transitions aren’t literally seamless. This keeps the product as the centerpiece of our story. Within this visual motif, let’s also continue to explore the creative potential in each scene and each character. We’ll always be looking for interesting (often location-inspired) ways to surprise and delight the audience while keeping that premium Samsung look and tone.

 

The product sequence in the opening of the story establishes a graceful and upbeat style of movement. It introduces the sleek design and look of the Book S. It also sets up a premium and inviting tone.

 

We get an establishing glimpse of the video chat underway too—all characters we will later meet.

 

As the camera zeroes in on a single Book S, the background smoothly begins fading up from white. A smooth match cut takes us to…

Product Director Treatment Casting Page Sample
Product Director Treatment Tone Page Sample
Product Director Treatment Locations Pool Sample
Product Director Treatment Locations City Page Sample
Product Director Treatment Locations Mountain Page Sample
Commercial Director's Treatment Music Example
TVC Treatment Outro Sample
02/06
samsung
Product Director Treatment Cover for Samsung
TONE
Product Director Treatment Locations Page Sample
STORY
Product Director Treatment Casting Page Sample
Product Director Treatment Tone Page Sample
Product Director Treatment Locations Pool Sample
Product Director Treatment Locations City Page Sample
Product Director Treatment Locations Mountain Page Sample
Commercial Director's Treatment Music Example
TVC Treatment Outro Sample
02/06
samsung
Product Director Treatment Cover for Samsung
TONE
Product Director Treatment Locations Page Sample
STORY
Product Director Treatment Casting Page Sample
Product Director Treatment Tone Page Sample
Product Director Treatment Locations Pool Sample
Product Director Treatment Locations City Page Sample
02/06
samsung TONE
Product Director Treatment Locations Page Sample
STORY
Product Director Treatment Casting Page Sample
Product Director Treatment Tone Page Sample
Commercial Director's Treatment Music Example
samsung
02/06
Product Director Treatment Cover for Samsung
TONE
Product Director Treatment Locations Page Sample
STORY
Product Director Treatment Casting Page Sample
Product Director Treatment Tone Page Sample
Product Director Treatment Locations Pool Sample
Product Director Treatment Locations City Page Sample
Product Director Treatment Locations Mountain Page Sample
Commercial Director's Treatment Music Example
TVC Treatment Outro Sample
samsung
02/06
Product Director Treatment Cover for Samsung
TONE
Product Director Treatment Locations Page Sample
STORY
Product Director Treatment Casting Page Sample
Product Director Treatment Locations Pool Sample
Product Director Treatment Locations City Page Sample
Product Director Treatment Locations Mountain Page Sample
Commercial Director's Treatment Music Example
samsung
02/06
TONE STORY