SAMSUNG

Odyssey

ark

The Challenge

Samsung needs more lifestyle-driven, approachably aspirational content that feels native to social. Their monitors have new innovations and standout features worth showing off. The challenge is showcasing them in a distinctive, relatable way that resonates with our audience.

Develop a creative concept that shows off the distinctive features of the Samsung Odyssey Ark 55” in a number of relatable lifestyle settings.

The Ask

ARKETYPES

Think you know a gamer? Think again. The girl with colored spikes, tattoos, and a nose ring is a gamer. The student in J.Crew carrying books home is a gamer. Your neighbor, your nephew, Ned, they’re gamers too. We celebrate the wide-open, diverse world of gaming by creating distinct Arketypes and welcoming every kind of player into The Ark.

MAKE IT ABOUT
tHE GAMERS

To connect with gamers, we spoke their language. Inspired by classic RPG archetypes, I created distinct “Arketypes” for different types of players, helping the campaign feel authentic and relatable across a range of personalities. Each battle station was designed as a personal, lived-in space, with every detail, from desk clutter to RGB lighting, reinforcing the lifestyle and character behind the setup.

THE SAGE
- CLASSIC HOME OFFICE
- CLEAN, MINIMALIST
- USED FOR GAMING AND EVERYDAY
- PLAYS ACTION-ADVENTURE,
  RTS (REAL TIME STRATEGY)
  & SIMULATION/SPORTS
  MADDEN, WARCRAFT
THE MAGICIAN
- GAMER GIRL AESTHETIC
- USED FOR GAMING AND LIVE STREAMING
- NEON MAXIMINALIST
- PLAYS RPG AND SANDBOX GAMES
  THE SIMS, SKYRIM, BALDERS GATE
THE ROGUE
- EDGELORD BATTLE STATION
- USED FOR GAMING AND LIVE STREAMING
- DARK, INTENSE, ESSENTIALS ONLY
- PLAYS FPS/TPS (SHOOTERS) AND MOBA
  CALL OF DUTY, GRAND THEFT AUTO,
  LEAGUE OF LEGENDS

ARKETYPES Motion Content

For each Arketype, we created a motion piece built around the rotating functionality of the Ark, using its horizontal and vertical positions to tell different stories and showcase different uses. More than just a monitor, the Ark was positioned as the centerpiece of a personal battlestation, built for anyone who wants to feel like the pilot of their own setup.