Leading up to the launch of the new Samsung QLED TV, we partnered with five social Cinema 4D still and animation artists, to create artworks inspired by the upcoming features, teasing them before launch and building hype extending beyond our usual Samsung channels.

Samsung QLED TV’s exist purely to showcase beautiful work as the artist intended. So we made work that challenged and reflected that. Working with Cinema 4D artists to showcase the different features of the TV through the most creative, and colorful work imaginable.

The animations were executed by artists Antoni Tudisco (@antonitudisco), Mike Winkelmann (@beeple_crap), Maxim Zhestkov (@zhestkov) and Luke Choice (@velvetspectrum).

The films were displayed during a landmark QLED TV launch event in New York City, turning the NY Samsung flagship store into a digital art gallery.

The artwork was then posted to Samsung’s social channels and the artists social feeds, extending Samsung’s typical reach to an audience passionate about the same things that the new QLED TV shows best.

The campaign contributed to a +64% lift in consumer buzz versus the previous year, and the brand gained over 7K new fans on social, receiving 100% positive/neutral sentiment across all platforms.

Artwork at the event also gave invited influencers beautiful social content to post on their own pages (while also showing our new screen), highlights included posts by -

@bassemyoussef - 2.6 million followers

@unseenillusions - 2.4 million followers

@wendyslookbook - 1.1 million followers

The demographic of consumers interacting with Samsung TV through our artwork also extended Samsung’s reach far beyond their previously tech-based audience

from:

Male 79% | Female 21%

Tech enthusiast* 76%

to:

Male 52% | Female 47%

Photography 36% | Art/culture 34% | Fashion 24%

By displaying engaging and eye-catching art pieces instead of generic stock like footage on screens at the retail launch event, we drove increased customer-salesperson conversation about the innovative features the art highlighted.