ix [iks]

Promotional film

Samsung Electronics

A promotional film which describes the characteristics of an interface using the metaphor of a restaurant meal. The background shows a leisurely and formal dinner of “slow food” embodying the will to improve digital culture, which is more akin to spontaneous fast food and our rapidly changing modern society. Visual attractiveness is produced by the contrast between white space and the colorful elements as well as rhythmic movements. There are also various metaphors, for example, the menu selection represents the customized interface, and various dishes and the act of pouring are used for device changes.