AAS S1 — bychae

All about Switching season 1
2023

Due to low brand awareness/relevance, the switching barrier to Galaxy was high, which led to a lack of engagement, an issue because of low consideration of experiencing the Galaxy devices. So we created a digital film that can excite viewers to learn more about the Galaxy world and ultimately allow them to change their minds to switch to the Galaxy.

Key Idea
Saying ‘Hello’ to a new device also means saying ‘Goodbye’ to the old - a big barrier many users fear. What better perspective to look at this “break up” than from the POV of our apps and its content? By giving them the power to talk this sometimes emotional journey will ultimately relieve all fears around ‘switching to Galaxy’ and proof that saying ‘hello” doesn’t always mean saying ‘goodbye’.

Execution
In order to express the fear and excitement of switching devices from the app's POV, I was responsible for planning the overall app character animation concept and visualizing storyboard. I collaborated with animation production to design various character expressions and graphics, and oversaw visual directing tailored to voice actor recordings as an art director for a long journey of 5 months.

Result
YouTube: 7million organic views (in less than 72 hours) / 22million views.
Engagement: Around 7,200 comments in the YouTube /Like per view advantage: 0.39%, approximately 0.11% higher than the average like per view of Samsung's global channel long-form content of 0.28%