Client: Samsung
Project: Samsung Dreamground
Year: 2021
Global creative agency Wieden+Kennedy and Moment Factory collaborated on a unique brand experience to promote Samsung’s 5G technology. Dreamground created by Samsung is a physical and digital wonderland enabled by 5G. The experience connects physical structures and video portals at Hollywood Park and Samsung 837. Viewers can also experience Dreamground in a mobile app featuring original multimedia content and augmented reality.
The first round of logo explorations below utilized the Samsung typeface in dynamic and colorful ways, tying back to the art direction of this campaign being whimsical, dreamlike and hyper-realistic.
I contributed these kinetic type logo animations below and tested them in the mobile app in order to figure out the sizing, color, contrast and placement.
At Hollywood Park, visitors can use their smartphones to open up immersive playgrounds around three sculptures. The integrated experience continues inside SoFi Stadium through 4K film on the 360-degree, double-sided giant Infinity Screen. In each playground, visitors can create virtual elements and life-size doodles. These AR creations made possible by Media Monks can be shared across social channels along with interactive face filters.
Creative Director: Matt Sorrell, Dan Viens
Art Director: Kyle Chin, Mariah Mercier
Design Director: Lashun Tines
Design Producer: Katey Kahanu
Designers: Avery Jagre, Danielle McCoy, Grey Jacobsen
Production Specialist: Liliya Dru, Vicki Liu
Motion: Adam Sirkin
Illustration: Moment Factor
Animation: Moment Factory
Augmented Reality: Media Monks