Samsung Display Media Art "Diamond Jaguar"

In a cave on the large LED, a jaguar covered in diamonds roars and seems to step its paw out of the screen. The lobby of Samsung Display Research's new building is where visitors and employees first meet the company. For the lobby's large LED, Apollon Immersive Works created Diamond Jaguar, a one-minute anamorphic piece that captures Samsung Display's brand identity. On a flat screen, a jaguar made of diamonds moves as if in three dimensions, and the piece ends with the brand slogan lighting up. The goal was to use striking cinematic scenes within a short running time to shape the first impression of entering the lobby.

Diamond Jaguar brings together Diamond Pixel, Samsung Display's proprietary technology, and the jaguar, an animal that moves with agility and precision. The technology's precise control of light became diamonds, and its speed and sharpness became the jaguar, capturing the brand's precision and dynamism in a single jaguar.

The starting point was to show Samsung Display's brand identity in a concise, cinematic way, like a short film. To create an anamorphic effect that seems to leap off a flat LED, the right objects were needed. So three objects carrying the qualities of a diamond were planned, the Diamond Pixel, the jaguar, and the brand slogan, each given its own movement.

In production, Apollon Immersive Works led the creative direction of the objects and spatial artwork, as well as the motion direction. The jaguar was formed from some 12,000 diamonds, set against layer upon layer of a deep, mysterious cave. The slogan typography at the end was given a sparkling, luminous texture. The jaguar's movements, its path, leaps, and roars, were paced so that moments of pause and moments of intensity alternate from scene to scene.