Samsung TV Plus operates and owns a number of genre themed channels within its service. Flump’s ambition for the project was to create a set of visual identities that captured a unified spirit and perspective across all the channels that felt uniquely Samsung, while allowing each genre to flex and expand into its own distinct personality.
THE PORTFOLIO PROPOSITION
The over-arching concept centres around ‘Endless Possibilities’. We want each channel to explore environments and spaces that are relevant to their own genres and behave in ways that feel natural and reflective of their own tonalities. This provides a framework for not only the existing channels, but futures ones in new markets, including seasonal pop-up channels.
We define Endless Possibilities with a set of clear characteristics:
Discovery allows us to embark on continuous journeys that reveal delightful and stimulating visual elements in each sequence, moving from the most microscopic of details to something much larger with greater context and meaning.
Transformation provides surprising changes and evolutions within sequences creating free-flowing moments that elicit wonder and awe while making interesting connections between different themes.
Dynamism ensures that the visual style is captivating and beautiful while being delivered with a synergy that befits each theme or genre.
Realism epitomises the global Samsung aesthetic and signifies high-quality production values. The realism of the visuals provides a distinct authenticity, grounded in reality with a tactile look and feel.
ALIGNING THE SUITE
From a set of disconnected channels, a joined-up system of simple plinths was created to align the brands in a single suite, using the Samsung typography to align the design principles to the Samsung TV Plus masterbrand. Distinctive colours are used to clearly define each genre, creating colour attribution for audiences while the system allows for future brands to be seamlessly integrated into the portfolio.
ENTERTAINMENT: EVERY KIND OF EMOTION. EVERY FORM OF ENTERTAINMENT.
Entertainment is a far-reaching category. It showcases many genres, introduces us to many characters and tells us every type of story. Within all these forms of entertainment we’re exposed to emotions and moods of all kinds. Some entertainment makes us laugh, some makes us cry. Some shows intrigue and inspire, while others give us a sense of tension or jeopardy. We love entertainment for all these contrasting feelings and this channel sets out to explore the entire spectrum of genres and moods that entertainment brings.
COMEDY: SURPRISINGLY FUNNY.
Samsung’s Comedy channel brings laughter to life with a playful, exaggerated style that captures the unpredictable nature of comedy. By turning familiar comedic idioms like ‘Bursting with Laughter’, ‘Cracking Up’ and ‘Punch Line’ into surprising physical transformations, we visualise the essence of humour. Objects wobble, crack open, inflate or burst into chaos, with macro close-ups highlighting their squashing, stretching, and twisting as everyday items transform into surprising comedic moments.
CRIME: DISCOVERING THE TRUTH OR CONCEALING THE CRIME?
Our journeys of endless possibilities within the Crime channel juxtapose the role of the detective to unravel the truth with the criminal’s necessity to leave no evidence behind. The visuals demonstrate significant moments that are pivotal to both a crime taking place, and a case being investigated. The beauty of the visuals are in their ambiguous nature, leaving the audience to form their own conclusions in the search for truth.
WILD: FROM THE WONDER OF THE NATURAL WORLD TO THE BEAUTY OF THE ANIMAL KINGDOM
The nature channel contrasts the environments and spaces of our natural world with the stunning breadth of wildlife that inhabits these diverse ecosystems. The endless possibilities approach allows dynamic evolution between these two pillars to surprise and delight viewers, from unfurling foliage pluming into a flock of vibrant feathers to the ripples of a sandy desert dune transforming into the distinct pattern of a tiger’s fur.
FESTIVE: THE TRUE FEELING OF CHRISTMAS
The festive channel captures the true feeling of Christmas - intimate, joyful and full of wonder! The visuals explore the textures and tones of the festive season, rooted in realism and elevated by seamless, surprising and wondrous transformations.
CREDITS:
Creative Directors: Sam Harvey, Sonia Lamba-Tucker, Charlotte Humphreys
Designers: Jankee Pattni, Chloe Brooks
AI Artist: Tamas Olajos
3D Artist: Joao Teixeira
Audio: Remote Audio / Lee Willis
Executive Producer: Rich Loader
Producer: Paul Willett
Collaboration with Silk Factory
Client: Samsung