SAMSUNG

CLIENT
SAMSUNG

MARKETs
NEW YORK CITY
LOS ANGELES

PARTNERs
COLOSSAL STUDIOS
Publicis media

What better way to make a big announcement than with a Colossal wall — or three?

Samsung wanted to make a splash for their new phone, the Galaxy S24 Ultra with integrated AI capabilities. In true Colossal fashion, we delivered something bigger, brighter, and bolder than anyone imagined to get the word out: Galaxy AI is here. 

The Samsung team enlisted Colossal Studios to source two incredible artists for custom designs speaking directly to their key markets of New York City and Los Angeles. We delivered two rockstar illustrators ready for the challenge: Martina Galarza and Xoana Herrera.

MEET THE ARTISTS

Martina Galarza

Martina Galarza, aka Marte, is a Latin American Graphic Designer and Lettering Artist, inspired by 90's cartoons, graffiti, 60s psychedelia, and candy packaging from my childhood. She’s all about infusing fun and vibrancy into my designs, creating a perfect blend of nostalgia and contemporary cool.

XOANA HERRERA

Originally from Buenos Aires, and currently based in LA, Xoana Herrera has immersed her style into the advertising and animation industry. Her characters and illustrations based on simple shapes and colorful palettes have a big part of Xoana’s imagery and her background as a graphic designer has a big take on her interest in creating balanced compositions. 

The results were nothing short of show-stopping. Both artists reflected on their cities as well as the enhanced functionality of the new Galaxy S24 Ultra phone to create compositions that feel current, and communicate technological breakthroughs with a human touch. Perfection.

Marte, Xoana, and Colossal shared photos of the completed mural on Instagram locking in:

3K+ likes

100K impressions

The artist-sourced campaign outperformed social media metric expectations with a 7.63% engagement rate – more than 6 percent above industry average!

To expand the campaign’s storytelling to a digital audience, Colossal produced behind-the-scenes videos and artist interviews – preserving the full campaign narrative and creative collaboration.