Unpacking Innovation

LOOK BACK TO MOVE FORWARD.

For the 2016 Samsung Unpacked event, the tech maker wanted to build buzz in the run-up. They were challenged by the fact that customers loved their devices, but didn't associate the boggling array of phones, phablets, smartwatches with the brand's continual innovation.

We needed activate brand loyalists, arming them an entertaining proof-points that illustrated Samsung's bigger story. We rigorously retraced the footsteps of Samsung through the decades, uncovering a series of accomplishments that created a chain reaction, and pointed to continued innovation in the future.

“Unpacking Innovation” supported the 2016 Samsung Unpacked event. The film received more that 30 million views in just 10 days, was the Editor’s Pick on Creativity, and opened the door for Samsung to claim culture credit for its progressive innovations.