Unbox Your Phone

The new Galaxy S8 has the world’s first Infinity Screen – an expansive display that stretches all the way to the edges of the device and makes everything feel more immersive. To capture this feeling, the launch campaign features a series of tranquil nature scenes that begin within the confines of a traditional phone screen, but then break free from these barriers. As each scene fills the frame, the edges of the Galaxy S8 become almost invisible, allowing the content to take center stage and showing just how immersive the Infinity Screen can be.

A smartphone mounted on a tree in a forest with sunlight filtering through the trees, displaying a nest of butterflies on its screen.
A smartphone underwater with waves or bubbles on the screen.
Busy city street at Times Square with digital billboards advertising the Samsung Galaxy S8 and other products. People are crossing the street, some holding shopping bags.
Crowded city street intersection with pedestrians crossing, yellow taxis, tall buildings, digital billboards displaying smartphone ads, and overcast sky.
Interior of a train station with people walking, some standing, and digital advertisements on the walls, including a Samsung Galaxy S8 ad, and an escalator to an upper level.
Large digital advertisement for the Samsung Galaxy S8 phone on a wall in a busy airport terminal with people walking by.
A woman walking in front of a large Samsung advertisement display with multiple screens showing different images, in a modern, white, indoor space with pipes on the ceiling.
People walking in a modern, spacious indoor mall or terminal with white architectural walls and ceiling, featuring large digital advertisements of smartphones displayed along the wall.
A workspace with a wall displaying photographs organized under categories like 'SCREEN,' 'FLUENT,' 'CONNECTED,' and 'LOW LIGHT.' There is a desk with papers, a chair, and an adjustable desk lamp.
Black and white photograph of a busy city street with a crowd of people waiting in line behind a barrier, viewed through a camera or equipment frame in the foreground. There are signs with Chinese characters and digital displays, along with tram tracks on the street.
Black and white photo of two men on a film set looking at a monitor. One man wears glasses and a cap, while the other has short curly hair. They are surrounded by other crew members.
A person stands on a ladder operating a camera while another person below talks to him in a busy, illuminated city street at night, with many pedestrians and neon signs.
Two men working outdoors, one wearing a hat and gloves, the other wearing a cap and sunglasses, handling equipment under a tree with a light-colored fence in the background.
Black and white photo of a silhouetted palm tree and a large satellite dish, with the moon visible in the night sky.
Filmmakers working with a camera on a desert set during daytime, in black and white.
A group of 15 people standing in a dry, open desert landscape with mountains in the background. Some are wearing sunglasses, hats, and casual clothing. There is a motorcycle in the middle of the group.
Black Canon DSLR camera viewed from behind, focused on the image screen with a blurred indoor industrial setting in background.