Breaking Out

Launching a phone
that breaks
the category


The new Samsung GS8 smartphone promised to be Samsung’s best yet. Most importantly, it would look like no smartphone before it, with a stunning infinity screen that got rid of the borders and buttons that had been standard on all other smartphones.


To the naked eye, smartphone design had remained the same for a decade. The Samsung GS8 would change this with an infinity display that dispensed with borders and buttons, letting nothing get between you and your content. To help launch it, we took what looked like an ordinary smartphone and let content transform it into something extraordinary, ending with a line borrowed from internet vernacular: ‘Unbox your phone.’

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