TVISM

Samsung The Frame

A Frame is nothing without the art inside it

With cheaper art‑TV dupes about to launch, we would partner with a local artist to create thousands of unique artworks based on the TV test pattern of yesteryear, positioning The Frame as buying art, not a just a TV.

Note: the images are mock-ups as this idea is still in production.

Background

Samsung’s The Frame is a premium TV when it’s on and displays art when it’s off. Previously Samsung was the only option for a TV that wasn’t an ugly black box when it was off, however there would soon be almost identical products from two cheaper brands.

Challenge

With dupes replicating its core benefit, The Frame needed to maintain its leading position and justify its price premium.

Strategy

Looking beyond the tables comparing the specs between The Frame and the new competitors, there were blog comments from early The Frame adopters criticising the limited art options. Since then, Samsung has partnered with some of the best galleries around the world including the V&A, the Tate Modern, Musée du Louvre, MoMA and the Met to fill their art store.

This would be our advantage, after all, a frame is nothing without the art that sits inside it. We would make The Frame feel more like buying art than a TV.

Solution

We would include a unique artwork with every Frame TV. Partnering with a local artist, Jonathan Zawada, we would create ‘TVism’, a new art style inspired by vintage TV test patterns, using AI to generate thousands of variations.

Results

Campaign still in production.