Samsung — S-Men

Brief
Create standout for Samsung at busy mobile phone trade shows, cutting through a sea of traditional handset displays and competitor messaging while showcasing its latest Galaxy devices.

Idea
We turned Samsung’s product range into its own team of superheroes.

Inspired by the visual language of classic comic books, each device became a character with its own personality and powers, transforming a conventional product demonstration into something bold, playful and instantly recognisable on the exhibition floor.

Experience
A dramatic comic-book world took over the stand, with oversized illustrated characters, strong Samsung branding and the phones integrated directly into the artwork. Brand ambassadors demonstrated the devices face-to-face, while competitions and giveaways gave visitors another reason to stop, interact and explore the range.

Result
In an environment where every brand was fighting for attention, S-Men gave Samsung a distinctive visual property that could be seen across the show floor and turned product demonstration into entertainment.