This project is an annual graphic visual design project of Unbox & Discover videos conducted by Samsung Electronics in 2024. We designed a key visual for consistent and effective message delivery with Upscale as the core concept to represent Samsung Electronics' 2024 message and product characteristics evolving into 8K. We also developed an overall visual design according to the graphic flow where motion is applied. The overall direction was handled by Cheil, and the motion graphic was handled by The first Gate.

The slogan of '2024 Samsung U&D' is 'Upscale every moment with more wow', which means that all standards from image quality, design, and sound to our life have taken a leap forward. We used 'Upscale moment' as the design motif. The overall design was carried out using the morphological elements of the processor and the glow effect that symbolically shows the concept of Upscaling.