Samsung X Star Wars

Creative Director of Experience Design
Collaborated with the creative and technology teams to test multiple approaches and bring the creative vision to life. Focused on making a simple user journey which allowed Samsung customers to quickly understand how to use an AR experience and launch the Star Wars ships. Simple UI was created to make it easy to capture and share the content in social channels. The final experience was embedded within the Samsung Members app for a limited holiday release.
The work won a Cannes Bronze Lion for Mobile Technology.

“Samsung AR experience puts starships in the sky.”
— ADWEEK

The Vision

Use the power of the Samsung Galaxy to experience the massive scale of the Star Wars ships in your everyday life.

  • Brief: Increase awareness of the preinstalled Member’s app for Samsung mobile phone owners.  
  • Idea: The week of The Rise of Skywalker premiere, Samsung brought the most famous ships from a Galaxy far, far away, exclusively to our "Galaxy" members through AR.
  • Goal: Increase Samsung “proud to own” metric and use of member app.

Process

Created three rapid prototypes with the development team to test how close we could get to the creative vision on a short 8-week timeline.

1Samsung.com Prototype
A special page on Samsung.com has a Web-based AR Experience.

2Snapchat Lens Prototype
Partnering with Snapchat to create an AR lens as a part of the larger social media buy = $$$$$$$$$$

3Samsung Members App
The AR Experience lives inside of the latest Samsung members app, using full native technology

A diagram showing the app screen flow of the final visual design.

Member App Wireframes

A diagram showing the app screen flow of the final visual design.

User Flow

A diagram showing the app screen flow of the final visual design.
A diagram showing the app screen flow of the final visual design.

Outcome

The experience activated the community to update the Samsung Members app for access. The campaign increased app store visits, average daily users, and +10,000 users shared pictures of the experiences in social channels.

Full R/GA Team  
Nick Pringle ECD, James Dick ECD, Rodrigo Burdman CD, Ricardo Franco, Ângelo Maia CD, Rodrigo Guaxupé ACD, Joshua Williams ACD UX, Rodrigo Ribeiro Art Director, Emily Stetzer Art Director, Otavio Barbon Copywriter, Namwan Leavell Copywriter, Kai Tier Technology Director, Thomas Chan Creative Technologist.