Turner Duckworth was asked to create the visual identity for Samsung’s 2018 global holiday campaign.

Samsung’s holiday campaign celebrated togetherness, with the insight that not everyone is able to be with their loved ones during the holiday season. In these moments, Samsung Galaxy products help connect us all with their innovative technology.

Turner Duckworth created an identity showcasing these moments, using illustration and product photography to bring the tagline “If you can’t be together, be together with Galaxy” to life. Coupled with the familiar ‘blue box’ used in past Samsung holiday campaigns, the team was able to portray small moments of togetherness, made better with the use of Samsung Galaxy products.

Along with static visuals, Turner Duckworth created a series of short animations depicting these small moments in action, as well as a longform animation that encompassed the entire togetherness story.

The creative was used on global Samsung websites, social media, online digital advertising, OOH print billboards and large-scale OOH digital displays, including New York’s Times Square and South Korea’s COEX billboard, South Korea’s largest outdoor digital display.