SAMSUNG DISPLAY CES 2024

Overview

jojoon productions spearheaded the story development and copywriting for Samsung Display's CES 2024 main promotional video. By placing the life-saving struggles of a rescue team in the harsh, extreme environment of the Himalayas at the center of the narrative, we masterfully wove Samsung Display's next-generation technology and core messages into the story through their heroic efforts.

Challenges & Approach

The core challenge of this project was to move beyond a simple technology demonstration and deliver a 'cinematic experience' that truly resonates with the audience. Harmonizing an extensive array of technologies with a complete narrative arc within a compressed three-minute runtime required meticulous design. Most notably, the scene that paired the physical expansion of the slidable display with the message, "This is not the end"—discovering hope at the edge of despair—created a symbolic moment where technology became the absolute climax of the story.

The result

The final video received widespread acclaim for perfectly visualizing Samsung Display's technological vision—expanding beyond physical limits—alongside the powerful copy, "This is not the end." By proving that the expansion of the slidable display is synonymous with the expansion of possibilities, this direction shattered the mold of conventional displays. It imprinted the brand's overwhelming technological prowess on a global audience and drew an enthusiastic response at CES. Ultimately, the project is celebrated for solidifying Samsung Display's global standing by presenting a world that lies beyond technological boundaries.