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Samsung: Sami the Robot

Through the eyes of a real delivery robot (Sami) we discover the craftsmanship of Samsung mobile devices as Sami guides us through a mobile phone factory during a regular working day. Traveling to the Vietnam to research the project, we discovered the unique way in which their product assembly comes together; with the aid of cute little autonomous robots. Together with the help of a hard working team at R/GA, my idea to humanize technology came alive.

Project Roles
Art Director, Creative Director
Art Direction, Creative Direction
Commercials - Broadcast
Project Industries
Samsung: Sami the Robot