Client: Samsung
Project: Sami

Consumer trust has been tested in the smartphone industry. Our brief was to shift the conversation from quality reassurance to craftsmanship. But for an engineering company, the challenge was to tell a human story.

The solution came rolling through the door during our first factory visit: the robots that bring components from one part of the assembly line to the next. “Sami” tells the story of one of these (irresistible)robots and highlights how both the robot and the employees obsess about the small things, whatever it takes.