BACKGROUND: For the second year, Samsung Canada tasked Cheil with connecting the Frame TV to its consumer audience—only this time, the goal was to go even bigger, elevating the product in a truly unique way that would drive awareness of the TV’s main feature and benefits among its audience.

SOLUTION: First, we collaborated with local artists to reimagine static pieces as dynamic immersive experiences. Next, we partnered with Art Toronto to present the experience to an audience of art lovers, showcasing how the product could elevate the aesthetics of any space.