The Pixel Fest

SAYS wanted to launch its new QLED TVs, but most people aren't familiar with quantum dot technology.
We had to find a way to explain it—clearly and playfully.

Chameleons are true masters of color. Their ability to shift hues is a remarkably sophisticated process.

And that’s when we asked ourselves:
What if a QLED TV could be explained through a chameleon?

Intrigue Phase

An unprecedented party, celebrated in every single pixel of a QLED TV. It all began with an intrigue—unfolded in three capsules.

The Reveal

After the intrigue came the reveal.
We launched a commercial—produced in both 30s and 60s versions— that unveiled the product and highlighted the brilliance of QLED technology.

Graphic Extension

The intrigue gave way to revelation. Through packaging, point-of-sale displays, and striking graphics, the mystery was resolved—bringing QLED technology to life right before the consumer’s eyes.

Results

And the results were quick to arrive:

And it all happened in a single pixel.

• Inventory sold out

• 2.8 million reach

• 45% brand recall

• 250,000 organic interactions across platforms