Jisu Choi Unfolds Samsung’s Galaxy Campaign with j-hope

Jul 29

Illustrator Jisu Choi, represented by Dutch Uncle, created the artwork for a Samsung Korea campaign promoting Galaxy Unpacked.

The campaign features j-hope from BTS walking through an illustrated street. During the journey, he notices what Samsung calls a “new ratio.” The phrase acts as a clue to the shape and proportions of a forthcoming Galaxy device.

Samsung released the campaign before the full product reveal. The illustration allowed the company to introduce the main idea without showing every technical detail. Followers were encouraged to examine the scene, spot the clue and think about what the new Galaxy product might offer.

The campaign also invited followers to leave a comment describing what they were looking forward to seeing at Galaxy Unpacked. This turned the teaser into a conversation between Samsung, j-hope and the audience.

Jisu’s artwork provides the setting for the clue and makes the campaign easy to follow. Samsung brings the fold. Jisu helps the idea unfold.

Further reading:

Jisu ChoiSamsungBTS The ReturnIllustration2D Animation

Dutch Uncle

Dutch Uncle is an award-winning international illustration and animation agency founded in 2006 by Helen Cowley. With offices in London, New York, and Tokyo, we operate across every major timezone, connecting the world's most ambitious brands with exceptional global creative talent.

Over nearly two decades, Dutch Uncle have built one of the most decorated artist rosters in the industry. Our artists have produced Gold Clio and Cannes Lions award-winning work for clients spanning fashion, luxury, fintech, tech, healthcare, and publishing. We have collaborated on prestige illustration and animation projects for global leaders, including Hermès, Burberry, Chanel, Louis Vuitton, and Rimowa, as well as Apple, Google, Mercedes, Netflix, Pfizer, AstraZeneca, The New York Times.

We represent illustrators and animation directors who lead their fields in conceptual thinking, visual intelligence, and craft. Artists whose work cuts through algorithmic sameness to deliver genuine cultural impact.

Beyond our core roster, we also draw on an international network of talent across five continents to meet the scale and complexity of any brief.

Dutch Uncle operates as a full-service creative production partner, managing everything from artist sourcing and briefing through to licensing, copyright, animation production, and final delivery.

We specialise in complex, multi-market projects that demand creative precision and seamless execution. Whether that is a single editorial commission, a suite of high-impact social media assets, or a global animated campaign.

For nearly twenty years, the world's leading agencies, publishers, cultural institutions, and brands have trusted us to bring their most ambitious work to life.

https://www.dutchuncle.co.uk