SAMSUNG GALAXY UNPACKED
Galaxy
Unpacked
The AI Revolution
Begins
Client
AGENCY
S24 LAUNCH
Samsung Galaxy Unpacked 2024, San Jose, CA
In 2024, we didn’t just help Samsung launch a product — we helped launch a movement.
At Cheil, we partnered with Samsung to craft the entire Galaxy AI Unpacked experience in San Jose, from the global keynote to a surrounding ecosystem of events that brought the vision to life.
As Creative Lead at Cheil USA, supported Cheil HQ in Korea in realizing their vision for the global launch. My role was to work closely with U.S.-based vendors and production teams to make the concept feasible for local execution — ensuring it stayed true to the original intent while meeting tight timelines and budgets.
I was also responsible for the design and execution of satellite experiences happening alongside the main event in San Jose — including influencer activations, gaming zones, and creator-driven content spaces. These events played a key role in expanding the launch beyond the keynote and into a broader cultural moment.
#playgalaxycup 2024
Samsung Galaxy Unpacked 2024, San Jose, CA
In addition to Galaxy Unpacked, we produced the inaugural #PlayGalaxy Cup, transforming a San Jose venue into a professional mobile esports arena for a 40-player tournament. The project involved designing a competition stage optimized for a 12-camera live broadcast and creating interactive zones where fans could test the phone's flagship AI features, such as Circle to Search and Live Translate. By showcasing the device’s "console-level" gaming performance to a global audience, the event successfully generated over 2.3 million views on Twitch.
Since this debut, the #PlayGalaxy Cup has expanded into a massive global property. It has evolved from standalone events into a yearlong annual league with regional qualifiers across North America, Europe, India, South America, and Southeast Asia, reaching hundreds of millions of users worldwide.
