Samsung 'Unpacked'

Samsung believe that succesfully launching a new product to market is dependent on the the immediate and spontaneous reaction, the consumer connection, to that product.

'Unpacked', the platform from which all Samsung Mobile products are launched, is a global phenomena witnessed live by audiences in global cities around the world and watched by tens of millions more online.

Creating these global launches, capable of simple translation to a live and an online audience, requires a clear understanding of both product and cultural context.