overview

The Art of Hack transformed a product promotion into a cultural statement by redefining Samsung The Frame as what it was designed to be: a work of art. The campaign leveraged a unique aspect of the Spanish tax system, where artworks are taxed at 10% VAT instead of the 21% applied to televisions. Through an online platform, users could create or upload their own artwork for The Frame and receive a discount equivalent to the tax difference.

By turning a fiscal loophole into a creative idea, the campaign generated widespread media attention while reinforcing The Frame's positioning as the TV where technology and art meet.

My ContributionIn collaboration with the creative team, I produced all audiovisual assets for the campaign, including motion graphics, animation, editing, and media plan adaptations across multiple formats and channels. I was responsible for ensuring visual consistency and high-quality execution throughout the campaign, delivering every piece from launch materials to digital adaptations.