Every first of its kind is met with public doubt about what it is and whether it is truly needed. The Sero, the world’s first rotatable TV, was also in this position, having to convince consumers of the need for a vertically oriented display. It also needed to appeal to millennials, the Sero’s target group, who are confident about what they like and dislike, are willing to embrace change, and are not hesitant to spend in order to satisfy their personal preferences. To capture the eyes and minds of these consumers, the bold visual strategy and language helps them understand this unfamiliar form factor. 

Designed by: Junhyeok Jang, John Taegyu Kim, Taeho Kim, Areum Lee and Jongyun Shin of Samsung Electronics Co., Ltd.

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