SAMSUNG GALAXY FOLD PICCADILLY

TitleSAMSUNG GALAXY FOLD PICCADILLY
BrandSAMSUNG
Category C01. Animated Digital Screens
Product/ServiceSAMSUNG GALAXY FOLD
Entrant CHEIL WORLDWIDE London, UNITED KINGDOM
Idea Creation CHEIL WORLDWIDE London, UNITED KINGDOM
Credits
Name Company Position
Russell Schaller Cheil ECD
Nick Spink Cheil Senior Creative Director
Maris Silis Cheil Senior Copywriter
Paul Newall Cheil Senior Designer
Cylndr Cylndr Cylndr Production

Write a short summary of what happens in the digital or ambient execution or campaign.

Unlike anything seen before, the new Samsung Galaxy Fold represents a truly innovative milestone in mobile technology. For its launch, the campaign brings to life the unique form factor of the Galaxy Fold - presenting it on the Piccadilly screen in an equally unique way. Unseen for over a generation, the campaign uses the architecture hidden beneath the Piccadilly screen to create a truly dynamic and immersive backdrop - mapped to precisely match its surroundings and designed to react, reflect and mimic the Galaxy Fold as it folds and unfolds.

Cultural / Context information for the jury

Located at the heart of London’s West End, the Piccadilly screen is one of the world’s most famous advertising spaces. Ever since 1908, when the first advertisements covered its buildings, Piccadilly has become one of the UK’s most instantly recognisable landmarks.

Tell the jury about the animated / interactive / dynamic component of the work.

To recreate a building hidden from view for over 100 years we had to survey and scan dozens of nearby buildings with similar features - paying particular attention to colour, texture and patina, as well as ensuring continuity with neighbouring buildings and structures. From ornaments and figurines, to lighting and curtains behind windows, each detail was perfectly recreated from scratch. Having created 2 versions of the building for both day and night, we then integrated a 3D wireframe of the Galaxy Fold into our renders, before proportionally fitting them onto the curved Piccadilly screen – compensating the perspective to enable our audience to view our animation from multiple angles. To animate our building folding in time with the Galaxy Fold, we conformed to real-world mechanics – building depth and structure into the walls and window frames to ensure each folding element of the animation was as realistic as possible.