As part of Samsung’s effort to reach young creatives in the US and Asia, 27-year-old multidisciplinary artist Coco Capitán was commissioned by Hypebeast to develop a branded content campaign and 360º activation showcasing the brand’s newest tech products as creative tools for young artists. Merging art form and brand story, the partnership created a rich consumer experience that reflects today’s omnichannel and multi-touchpoint media landscape.
Capitán’s collaboration with Samsung reimagined the conventional brand-artist partnership and in-store shopping experience, sourcing inspiration from the artist’s visit to New York and two-week residency in Japan to create a series of aspirational films following her on her exploration of the magnificent cities through an artist’s eyes with Samsung technology in hand.
The fully integrated campaigns came to life across digital, film, and social media channels alongside a cutting-edge immersive multimedia store experience, elevating the product through her masterful storytelling and reaching Hypebeast’s influential millennial audience of 9.4 million.
Inspired by Samsung’s Galaxy Tab S6, which aims to create a frictionless digital environment for creators, Capitán was featured in two promotional short films as part of the brand’s ‘Digital Unpacked’ campaign focused on the new device’s seamless integration into her life and workflow as an artist while traveling in New York.
"Give me a note to write on & I'll give you a true story."
After the success of this first partnership in New York, Hypebeast invited Capitán to evolve the collaboration in Tokyo, as her recent solo museum exhibition in Seoul and design collaborations in Korea, China, and Japan have made her one of the most beloved young artists throughout Asia.
Using the new Samsung S Pen, Capitán was given creative freedom to explore the new technology and created numerous custom aphorisms in her trademark handwritten style, inspired by the use of the stylus as a creative tool for young talented artists active in the social media era to transition from analog to digital.
Taking over Samsung’s flagship Galaxy Harajuku store, an 8-story cutting-edge retail environment in the heart of Tokyo’s most popular and illustrious millennial shopping neighborhood, Capitán designed an immersive installation titled ‘My Pen Draws Into the One Galaxy’ that incorporated her customized handwritten prose, art films created with the new Galaxy Note10+, and sound design into a narrative circuit installation combining innovation, inspiration and additive technology.
"Coco is one of the most influential creators in such modern society. We can meet her creations not only in galleries, but also in any digital space such as a large city vision. There is no limit to the style of her creation, from fashion and portrait photography to installations that mix various materials and paintings."
To celebrate the launch of the interactive installation, Capitán designed limited-edition merchandise featuring her custom artwork on t-shirts, tote bags, and phone cases that were exclusively available at the Galaxy Harajuku store.
Samsung also hosted a series of in-store events complete with a late-night DJ set by Capitán, a book signing, and an intimate artist talk providing insight into her process and projects, which allowed her to advise and inspire the next generation of digital creative artists.
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