samsung: galaxy s6 edge
The Brief
Samsung wanted the Galaxy S6 Edge to mark a departure from utilitarian smartphones of the past. With its dual curved display and premium glass-and-metal build, the S6 Edge needed a launch film that would present it not as a piece of hardware, but as a designed object worthy of admiration.
Collaboration with GMUNK
Working under the creative direction of GMUNK and cinematographer Joe Picard, we joined the production team to craft the film’s most distinctive visual element: laser-driven environments synchronized to robotic camera movement. Our role was to engineer laser beams that matched the film’s cinematic language while focusing attention on the phone’s form.
Building a Language of Light
Lasers became the connective thread across the film’s three acts: abstract text revealed through glowing laser fields, a resin model illuminated like a sculpture, and finally the real S6 Edge presented as if on a futuristic stage. Solid laser beams swept across the curves of the device, tracing its profile and sending highlights across its edges. This interplay of precision-programmed beams and surfaces reinforced the campaign’s message — Next is Now.
GMUNK’s Perspective
GMUNK described the film as treating the Galaxy S6 Edge like a work of art revealed through light. He compared the process to luxury car cinematography — deliberate explorations of curves and materials — but elevated with experimental tools: laser projectors, LED light fields, pyrotechnics, and haze. For him, the project was about merging art and technology into a seamless visual experience.
Global Release
Samsung premiered the film on massive digital billboards in Times Square, Seoul, and other city centers, alongside its worldwide online rollout. The scale of the presentation amplified the visual drama: towers of projected imagery and laser-lit reveals towering above urban crowds, framing the S6 Edge as a breakthrough object.
Reception and Industry Response
The film stood out in both consumer and professional circles. Tech press highlighted the spectacle of the S6 Edge launch compared to more restrained campaigns. Fans praised the futuristic visuals, often remarking on the “Tron-like” quality of the laser effects. In the design and lighting community, the project was cited as an innovative use of in-camera laser cinematography to elevate product advertising.
Outcome
The film achieved what Samsung set out to do: make the S6 Edge feel like a futuristic leap forward in both design and brand identity. Lasers were not decorative—they were a precise visual tool, drawing attention to the phone’s unique curves and turning its reveal into a moment of spectacle. The campaign positioned the Galaxy S6 Edge as more than a handset: it was a statement of what a smartphone could look and feel like in the future.
SEE IT LIVE
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