The Frame by Samsung

Samsung approached our agency to develop a campaign that would showcase the distinctiveness of The Frame TV. Unlike traditional televisions, The Frame is designed to double as a piece of art, seamlessly blending into modern interiors by displaying curated artwork when not in use—eliminating the visual disruption of a blank black screen.

Following its initial launch, Samsung observed that consumers weren’t fully engaging with the TV’s artistic potential. To generate greater interest, they challenged us to highlight how The Frame transforms from a television into an elegant design feature. With its clean lines, refined aesthetic, and the ability to display artwork that complements any décor, The Frame offers a sophisticated alternative that enhances rather than interrupts a modern living space.