SAMSUNG MOBILE CORBY_COLOR TO JOURNEY


 

Project : Samsung Mobile Corby_Commercial Film

Debut Date : Sep. 2009
Client : Samsung
Production Company : d’strict
Shooting : Dextor Lab
Performer : Prepix
Illustration : Park Gyung Ho
Character modeling : Kim Mu Gwang
Motion capture, Actor : Unito-Ent
Bgm : Mika_We Are Golden
Sound : Kim Taek Su

 


 

Project : Samsung Mobile Corby_Global Launch Event

Debut Date : Sep. 2009

Client : Samsung
Production Company : d’strict

 


COMMERCIAL FILM

Corby Mobile, launched by Samsung Electronics in November 2009, has positioned itself as a Culture Code among young people, enjoying continuous popularity in overseas countries. The success of Corby Mobile was achieved through a combination of fresh product design, innovative BTL, and active utilization of ATL marketing.
You can see a calm and ordinary street in the UCC video, which seems to be filled with ordinary people enjoying a casual jog, employees moving objects, and a woman fiddling with a mobile handset. All of a sudden, a siren goes off and this mundane street scene is drowned in waves of conspicuous Corby colors, turning it onto a fairyland of the kind we only see in our dreams. The man sitting on the chair rides on the crest of colorful waves on a skateboard, while the woman tying a shoestring suddenly finds herself inside a giant bubble pleasantly floating over the waves. Another man walking in the street is transformed into a guitarist and plays music passionately, and the woman watching her mobile handset mutates into a rocket man, and sores into the sky leaving a long trail in her wake. The people on the street are abruptly transformed into characters with distinctive personalities.

Culture Code of youth, Corby

Corby CF is designed to arouse viewers’ curiosity about whether it is a general UCC video or an actual advertisement. The combination of a UCC with an advertisement successfully stimulated the curiosity of teenagers and youths in their 20s, Corby’s main customers, because UCC is one of the primary concerns of young people. Subsequent to the UCC videos, distinctive colors reminiscent of candy succeeded in capturing the attention of youth immediately, and the concept of Corby – dynamism and freshness – was also successfully expressed.

 


HOLOGRAM

Interdisciplinarity: Redefining global corporate presentation by converging catwalk, technology, space branding, digital art performance in Milano Fashion Week

d’strict has implemented interdisciplinary R&D for several years to maximize the user’s experience in the field of creative development, digital & analogue integration, technology, and brand space performance and management. The global launch event for Samsung’s Corby, which was held in Milan, strategically demonstrated with d’strict’s interdisciplinary R&D outputs in an physical space.

The success of the Corby project does not limit itself to the combination of creativity and technology. The Corby global event has been recognized as an innovative experimental marketing practice which interconnected a physical space (Touch I platform in the orange room) with an online & mobile (email and mobile application) convergence, and was made possible via a strategic scenario.

d’strict first decided on a launch show in the form of a fashion show catwalk in view of the Milan Fashion Week, reflecting the lifestyle of Corby target users, who are young, creative, fashionable, and speedy. It then added diverse interaction techniques and a mix of analogue and digital presentation within a campaign focused on the younger generation’s fashion and style icons. By doing so, the Corby launch show was able to innovatively redefine conventional business presentation, which would otherwise have been relatively dull and ordinary.

18M long, Real-time Gesture Sensing Hologram Runway

d’strict opted for a 4D art-hologram runway for the Corby launch show. It was aimed at maximizing the effect of the performance by combining digital technology with analogue performance art. The performance was also significant in that it commercialized media art, previously known only to a select few, for diffusion to the general public.
Both sides of the 18m-long catwalk for the fashion show were surrounded with holograms, producing diverse effects through active interaction with the models on the stage. The performance was organized so that 550 audiences on both sides of the stage would be able to see it.

d’strict used its gesture-sensing hologram, SEE H, to make the holographic images react to the models walking aloing the 18m-long stage. Rather than simply “showing” enormous holograms, it demonstrated how holograms can interact in real-time with the models. Each hologram was created as a 3D image to make it seem as if the models were touching real objects.