Corby Mobile, launched by Samsung Electronics in November 2009,has positioned itself as a Culture Code among young people, enjoyingcontinuous popularity in overseas countries. The success of CorbyMobile 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, whichseems 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 isdrowned in waves of conspicuous Corby colors, turning it onto afairyland of the kind we only see in our dreams. The man sitting on thechair rides on the crest of colorful waves on a skateboard, while thewoman tying a shoestring suddenly finds herself inside a giant bubblepleasantly floating over the waves. Another man walking in the streetis transformed into a guitarist and plays music passionately, and thewoman watching her mobile handset mutates into a rocket man, and soresinto the sky leaving a long trail in her wake. The people on the streetare abruptly transformed into characters with distinctive personalities.

Culture Code of youth, Corby

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

Images showing ordinary UCC videos bursting with dazzling waves of color

Client: samsung
Production Company: d’strict (dstrict.com)
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 design: Kim taek su
Animation, Motion design, Compositing: d’strict (dstrict.com)

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

Project : Samsung Mobile CORBY Global Launch Event
Client : Samsung Electronics

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.

Corby’s 4 Color Character Performance
White Performace symbolizing Corby’s “Design”

Pink Performace symbolizing Corby’s SNS(Social Network Service) functions

Yellow Performace symbolizing Corby’s “Touch” functions

Orange Performace symbolizing Corby’s “Entertainment” character

Corby’s Product Presentation with Voice Sensing Technology
At the product presentation which followed the character performance, SEE H was again used to convey accurate information on Corby’s diverse functions. A holographic image reacting in real-time to the presenter’s motions, combined with a voice-sensing function, created holographic letters which appeared to float around the presenter’s mouth, forming themslves into the words he was saying. The sensitive sensing technology also changed the size of the letters according to the volume of the presenter’s voice. By using a sound-sensing technique to generate a reaction from the audience and interacting with them, the launch show changed the once-unilateral form of presentation to a communicative format by using sounds and holograms.

Online & Offline Integrated Campaign with TOUCH I
Another very popular session was the participatory program using d’strict’s TOUCH I. TOUCH I is a UX platform which uses Microsoft’s multi-touch screen, Surface, as the basis for connecting various items of wireless equipment with outer screens. The program was organized so that the participants would be able to experience Corby more closely, aided by a holographic presentation.
The participants were very excited about being able to see pictures of themselves taken with a digital camera and an image of Corby with the simple motion of a hand, as well as being able to print out and send these images via email or cell-phones.
Corby practice overcame the limitations of offline presentations, which are normally limited to physical space, owing to the instantaneity and online-connectivity made possible with a diverse UX platform and technology. This type of experimental marketing, which combines online and offline presentations, is expected to be widely adopted in future event promotions.

Debut Date : Sep. 2009
Size : 18m * 3m (4320×720)
Tools : Cinema4D, 3ds Max, Photoshop, After Effects, Illustrator

Create : dstrict.com

Debut Date : Sep. 2009

Tools : Cinema4D, Photoshop, After Effects, Illustrator

Official Website : corby.samsungmobile.com
Create : dstrict.com

Project Length : 1m 10s
Debut Date : May. 2009
Client : Cheil Industry
Agency : Cheil Communications

Studio : Veig

Project Length : 1m 20s
Debut Date : May. 2009
Client : Cheil Industry
Agency : Cheil Communications

Studio : Veig

Style frame 10863×768

Project Length : 30s
Debut Date : May. 2009
Client : Cheil Industry
Agency : Cheil Communications

Studio : Veig

Credits
Client : ELOQ
Production Company : if works (Seoul, KOR)
Director : DongHyun Kim
2D Artists : DongHyun Kim, Eunhee Ju
2D Animator : DongHyun Kim
Compositor : DongHyun Kim

Tools : Photoshop, After Effects

Credits
Production Company : if wokrs (Seoul, KOR)
Director : DongHyun Kim
2D Artist : DongHyun Kim
2D Animator : DongHyun Kim
3D Artist : DongHyun Kim
3D Animator : DongHyun Kim
Compositor : DongHyun Kim

Tools : 3DS Max, Photoshop, After Effects, Illustrator