Galaxy Fold Unpacked
AT-A-GLANCE
Client: Samsung
Venue: Bill Graham Civic Auditorium, San Fransisco
Scale: 44M+ total live stream viewers globally, 14.3M+ U.S. viewers, 1,278 press and media locally
Format: Broadcast and in-person – physical broadcast stage, pre-function space, product demo area
Role: Associate Art Director
Team Led: Graphics, spatial, print production leads
Engagement: Graphic application concept through onsite execution
Client: Samsung
Venue: Bill Graham Civic Auditorium, San Fransisco
Scale: 44M+ total live stream viewers globally, 14.3M+ U.S. viewers, 1,278 press and media locally
Format: Broadcast and in-person – physical broadcast stage, pre-function space, product demo area
Role: Associate Art Director
Team Led: Graphics, spatial, print production leads
Engagement: Graphic application concept through onsite execution
THE BRIEF
Samsung sought to launch its revolutionary Galaxy Fold and S10 series in the heart of San Francisco—Apple’s backyard. The stakes were immense with the device design being highly confidential, where preventing leaks was paramount. The historic Bill Graham Civic Auditorium hosted the program and came with strict rules around the event design. We needed to fully transform a historic venue to reflect the new campaign identity without damaging the architecture, ensuring the brand felt dominant in a competitor-heavy market.
Samsung sought to launch its revolutionary Galaxy Fold and S10 series in the heart of San Francisco—Apple’s backyard. The stakes were immense with the device design being highly confidential, where preventing leaks was paramount. The historic Bill Graham Civic Auditorium hosted the program and came with strict rules around the event design. We needed to fully transform a historic venue to reflect the new campaign identity without damaging the architecture, ensuring the brand felt dominant in a competitor-heavy market.
MY ROLE — Associate Art Director
Led a cross-functional team across graphics, spatial and production. Translation of key visuals to a fleshed out environmental and media-ready strategy.
Led a cross-functional team across graphics, spatial and production. Translation of key visuals to a fleshed out environmental and media-ready strategy.
• Establishing workflows and project mapping across graphic and production
• Development of signage strategy in partnership with venue and client
• Execution of highly-confidential print and onsite reveal
• Development of signage strategy in partnership with venue and client
• Execution of highly-confidential print and onsite reveal
10s, 10s, 10s
The strategy around branding was to make a splash through translating the phone's unique hardware aesthetic into the physical space. We carried the Galaxy Fold’s signature holographic and iridescent textures across the entire environment—from massive hanging banners down to the tactile giveaway totes—creating a cohesive, premium product-to-environment connection.
VENUE AS A CANVAS
Since we couldn't touch the historic walls, we built a "venue within a venue." We constructed freestanding branded walls to take over hallways and press areas. Externally, we installed an individually applied printed mosaic in the oversized windows, creating a massive visual anchor for the "10" campaign identity.
Since we couldn't touch the historic walls, we built a "venue within a venue." We constructed freestanding branded walls to take over hallways and press areas. Externally, we installed an individually applied printed mosaic in the oversized windows, creating a massive visual anchor for the "10" campaign identity.
Designing the Moment
Use of holographic elements continued to custom stage scenic panels. The black and white branding of the hallways outside lead guests into a colorful main stage that was emphasized by the kinetic lighting and custom-developed screen visuals made specifically for broadcast and the "folded" stage design.
The stage buildout itself consisted of a custom 5-piece LED screen layout, including a main hero screen, upper canopy, lower floor and two radius screens. The 484 individually rigged kinetic globes were scripted and time-coded to high-impact show moments.
Precision Under Pressure
To navigate the extreme security and venue limitations, we developed a "Fortress Workflow."
High-security production was required with "final" art files being withheld until the last possible moment. Once received, production occurred in a closed environment with 24-hour security guards and strict "no photography" protocols to ensure zero leaks.
High-security production was required with "final" art files being withheld until the last possible moment. Once received, production occurred in a closed environment with 24-hour security guards and strict "no photography" protocols to ensure zero leaks.
THE REVEAL
To maintain the surprise, we developed an environmental graphics plan that reacted in real-time with the programming. Key branded walls were engineered to physically "flip" or reveal hidden artwork the moment the device was announced on stage, instantly transforming the venue from "teaser" to "launch" mode.
To maintain the surprise, we developed an environmental graphics plan that reacted in real-time with the programming. Key branded walls were engineered to physically "flip" or reveal hidden artwork the moment the device was announced on stage, instantly transforming the venue from "teaser" to "launch" mode.
The Result: A Flawless Global Reveal
The livestream reached a global audience of 44 million as Samsung unveiled six new Galaxy products including the Galaxy Note, Buds, Fit, watch and tablet. Immediately following the keynote, 558 new Samsung Galaxy products were displayed for guests to interact with in the Product Experience and hallways.
ZERO LEAKS
Despite the scale of the production and the high-profile location, the "Black Ops" workflow succeeded—there were zero leaks of the creative assets prior to the keynote.
Despite the scale of the production and the high-profile location, the "Black Ops" workflow succeeded—there were zero leaks of the creative assets prior to the keynote.
CLIENT SATISFACTION
The execution met the rigorous standards of a detail-oriented client, delivering a seamless transition from the "secret" pre-show environment to the immersive post-reveal experience.
The execution met the rigorous standards of a detail-oriented client, delivering a seamless transition from the "secret" pre-show environment to the immersive post-reveal experience.
CREDITS
Agency
– Agency EA
– Agency EA
Graphics
– Madeleine Bennett
– Jordan Lipshutz
– Madeleine Bennett
– Jordan Lipshutz
Spatial
– Rudy Arroyo
– Pawel Puchniewicz
– Rudy Arroyo
– Pawel Puchniewicz
Print Production
– Donna Panacchia
– Donna Panacchia