For the launch of their innovative "S Pen," Samsung aimed to create a truly original experience. Their target audience, comprised of young and creative individuals, craves exciting new adventures. Recognizing this, we identified that securing a young artist as an ambassador for the new Pen and Tablet would be pivotal.
Our approach sought to unite technological innovation with creativity.
Our approach sought to unite technological innovation with creativity.
We engaged a sketch artist, aligning with the enhanced sketching capabilities of the new technology, and placed him within an outdoor setting—albeit digitally. We then tasked him with capturing real people passing by on the street, but instead of traditional paper and pen, he utilized a Samsung Note 10.1.
In a groundbreaking move, an outdoor space transformed into a canvas for a street artist, showcasing the intersection of technology and creativity in a way that had never been done before.