NIKE CITY CONNECT
SAMSUNG HOLIDAY 2025
SAMSUNG Z FLIP 5
JOHN HARDY
GULFSTREAM CASINO
MET-RX
ABB
SAMSUNG HOLIDAY 2024
NUCKSAL X CADEJO
RSVP✷
WE BELONG HERE✷
OPERA AIR
SECRETLETTER
/IMAGINE
About
©2025 Lia Jiyun Kim
SAMSUNG HOLIDAY 2025
2025 (Team)
Contribution: Art Direction & Concept Development (Lead)
The Samsung 2025 Holiday Campaign was developed in response to a client brief emphasizing a minimalist, sophisticated, and unexpected aesthetic. The core concept, "Holiday Within," was conceived to bridge the gap between traditional nostalgia and modern innovation. The design anchors on a visual twist: what initially appears to be a classic reflection of a Christmas tree is revealed, through a strategic zoom-out, to be a scene captured within the display of a Samsung product. This narrative frames the product not merely as a gift, but as the vessel that holds the season's magic.
AI GENERATED CONCEPT DEVELOPMENT
To rapidly visualize the core "Holiday Within" narrative, AI image generation tools were utilized in the initial ideation phase.
These concepts were generated to explore the visual journey from a detailed, traditional holiday scene reflected within an ornament to the abstract, metallic textures of the product itself.
- Concept A (Ornament Reflection): Illustrates the initial, deceptive reflection of a warm, traditional Christmas tree scene within a bauble, establishing the emotional hook.
- Concept B (Product Texture): A close-up exploration of the metallic, reflective surfaces of the washing machine drum, showing how the holiday lights would interact with the product's materials.
These AI-generated visuals served as the foundational blueprint, guiding the subsequent 3D modeling and rendering process to ensure the final output accurately captured the intended mood and visual twist.