Client
Project Type
About the project
We built a FOOH campaign for Samsung's tri-fold device launch. The product's innovation is its mechanism — the way it unfolds, the stages of the transformation, the precision of the movement. The campaign puts that mechanism into the real world at a scale that makes it impossible to ignore.
Key Visual
High-Detail Texture and Product Breakdown
The device unfolds within a real-world environment — perspective matched, scale calibrated, mechanical animation built for accuracy. The transformation is the campaign. Every other frame exists to set it up or let it land.
Details
Mechanical Animation and Perspective Accuracy
Device animation built with mechanical precision — hinge behaviour, panel alignment, motion timing. Perspective and scale calibrated against the real-world environment. Compositing refined to keep the device grounded rather than floating.
Process
Design and Animation Process
We began with the mechanism — studying the fold sequence to establish accurate mechanical animation. From there, we developed the scale and perspective relative to the environment. Compositing built around the device, not around the scene. The product drives every frame.
Credits
Client : Samsung Singapore
Art Director : Hamim Rosidi
Project Management: Izaac Liew
3D Modelling Artist : Kim Hui Wen
3D Animator : Chew Chun Hung
2D Storyboard Artist: Kayla Lee
Videographer : Kayla Lee
Sound FX : Adam Harith
