Fridges are the unassuming workhorse appliance of the home. They’re tucked away, humming as they do one job — keep food fresh.

So when you tell someone that there’s a fridge that streams Spotify, orders your food while keeping an eye on everything 24/7 with three internal cameras and even lets you know when the milk’s going to go off, it might make you wonder… what the fridge?

For Samsung’s flagship fridge, we developed a look and feel to match its bewildering features. It had to be bold and unique, to break away from the minimalist aesthetic used by everything else in the market.

The campaign extended to social, display, website and in-store.