Samsung Series 9 Homepage Takeover Concept

Client: WIRED magazine

Role: Lead designer (work done at Condè Nast Studio)

Background: WIRED magazine requested a pitch for a high-impact, disruptive ad that highlighted Samsung's newest laptop's toughness and durability.

Keyframe 01: Page loads with a white mask obscuring the site content. Samsung Series 9 laptop immediately comes crashing down from top of screen, cracking the mask.

Keyframe 02: Laptop pivots and begins to flip open as mask conitnues to crack.

Keyframe 03: Laptop opens fully, revealing a live shot of the WIRED front page. Pieces of the mask begin to fall away.

Keyframe 04: Mask shatters completely and falls off screen, revealing the WIRED site.

Keyframe 05: Laptop falls off screen. Laptop reappears in synched 300x250 and marquee ad units, quickly falling into frame and cracking the 'ground' in each ad.