Creative Direction, Live Commerce Production, Scriptwriting & Supervision, Casting, Wardrobe, Product Placement, Set Direction

SAMSUNG LIVE:
Live Video Commerce

WELCOME TO SAMSUNG LIVE!

On August 6, 2021, Samsung revealed their new Z Flip3 5G and Z Fold3 5G foldable smartphones to the world. These innovative phones are meant to be folded, flexed and seen to be believed, so we had to bring them to the public eye in a very different way. Live video commerce has been popping up recently as one-off stunts. The problem is, these live commerce stunts are usually overhyped, but they don’t consistently drive sales beyond the actual event. We wanted​ to change that.

Our concept was to redefine the Samsung Mobile purchase experience by creating a weekly shoppable livestream that meets consumers that are ready to purchase where they already are – on Samsung.com. Ultimately, we wanted to create a more convenient and rewarding way to shop through live commerce. We pitched and won the business with a very big challenge: to launch on the same day the phones did … on August 27. So we got to work. And fast. Essentially, we built the entire show from the ground up in 17 days.

We called it Samsung Live.

The Samsung Mobile ecosystem needed to be integrated into each and every aspect of Samsung Live because conversion is what live commerce is all about. Selling Samsung is quite literally the whole show. For 60 minutes once a week, we had to keep viewers engaged in a commerce-driven show.

We started to weave audience passions into Samsung Live, such as gaming, art and music, as well as influencers and product experts to cover a wide range of interests. From August to December, no two episodes were the same because we had new guests, new scripts and new engaging segments to keep viewers watching – and most importantly buying.

  • People filming with a green screen backdrop, a woman behind a white desk, and a spinning wheel with segments on a stand in a studio.
  • Two women smiling and waving in an office with Samsung devices and gadgets on the table in front of them.
  • Two women hosting a game show in front of a green screen, with a spinning wheel and recording equipment around them.
  • Collection of tech gadgets including a portable charger, wireless earbuds, a smartphone, and a smartwatch on a white surface.
  • Two women sitting at a white table, smiling and talking, in a brightly lit TV studio with a large green screen background. There is a spinning wheel with various sections behind them, surrounded by professional filming equipment including cameras, microphones, and lighting.
  • Four women sitting at a table, one wearing a fun shark mask on a spinning wheel, with the wheel labeled with sections like 'Re-Spin,' 'DUNK TANK,' and 'COUPON LIFT,' in a modern office space.
Large illuminated number zero and one with the words 'Starting Soon' vertically between them, in a modern office or conference room setting.

Between August 27 and December 31, 2021, we went live 24 times on Samsung.com streaming for over 22.5 hours in total. Our weekly livestreams hit and more than surpassed KPI targets that we set for Samsung Live.

Because of this, Samsung decided the show must go on in 2022, going from once a week to 2-5 times, depending on new product launches or other important Samsung.com sales.

Our biggest two shows were Earth Day – which was shot on location at an outdoor ropes course and alpaca farm – and a wild and crazy series of episodes called Unpacked-a-thon, involving a random challenge wheel that our hosts had to spin at the end of each segment.

  • A behind-the-scenes look at a film or video shoot featuring three llamas in a backyard. The setup includes a white canopy, lighting equipment, and crew members working at a table with cameras and monitors. The llamas are tied in the foreground, with two grazing and one standing upright, surrounded by trees and a wooden fence.
  • Three people are standing around a small table inside a greenhouse-like outdoor studio, with a camera and lighting equipment set up around them for a video shoot or interview.
  • People at an outdoor adventure park crossing a rope bridge between trees, with safety harnesses and helmets.
  • Two women standing on wooden and green platforms behind a round table under a white tent, with filming equipment and green outdoor trees in the background.
  • A man wearing a helmet, sunglasses, and climbing harness stands under a parasol in an outdoor setting, with equipment and another person working nearby.
Group of six diverse women smiling and posing together, dressed casually in jeans and colorful tops, with a white background.

Explore More Work

Green mint chocolate chip ice cream scoop with mint leaves and chocolate shavings on top, featuring a yellow background and Mayfield mint chocolate chip ice cream container.
Two people painted as green superheroes with large letter G on their chests, shouting and holding popcorn and drinks on train, with a woman operating a popcorn machine behind them, and city skyline through window.
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