Samsung Galaxy Fold X Android
Role: Lead 3D Artist
Client: Samsung
Agency: Los York
Folding a Physical Product into a Live-Action World
I collaborated with the team at Los York on a large-scale DOOH campaign for the launch of the Samsung Galaxy Fold with Android, presented on digital screens across New York City, Las Vegas, and other major markets.
I served as Lead CG Artist, owning the execution of the core CG work across a medium-to-heavy production scope. The creative was inspired by folding and origami, which introduced a unique technical challenge: seamlessly integrating folding 3D forms with live-action hands at a scale suitable for massive public displays.
Process
To ensure the interaction held up on large-format screens, we ran extensive at-home camera and lighting tests prior to production, refining scale, motion, and contact points before the shoot. I was also responsible for texturing and animating the phone itself, which added complexity—particularly in managing accurate reflections of hands and physical objects that weren’t present in the 3D space.
The final system delivered a tactile, kinetic presence that translated clearly at street scale, helping the Galaxy Fold feel physical, flexible, and engineered for a bold public debut.
