Samsung Galaxy A8s

Executive Intent

Envision the design for Samsung's 1st smartphone with punch hole selfie camera - Galaxy A8s

Context

Apple launched iPhone with the top notch. Samsung also wanted to launch punch hole camera in their flagship series Galaxy S10. In order to check market feedback and gain insights before the launch of S10, Samsung quickly floated a project to design a smartphone with punch hole camera. We quickly delivered the design project within 2 weeks.

Concept

Samsung decided to consciously stayed away from the notch look - a signature Apple design that was later copied wholeheartedly by other Android device makers.

It seems to have found its answers with Infinity-O.

Apart from being innovative and different, the technology is important because Samsung is expected to launch its upcoming flagship smartphones the Galaxy S10 and Galaxy Note 10 with the Infinity-O display.