COMPANY: Samsung Electronics
LAB/Department: STAR Labs (Samsung Technology Advanced Research Laboratories)
PRODUCT LINE: NEON
My Role: Design Strategy, Brand Identity, Art Direction, UI/UX Design, Concept Video Planning, Data Capture and Optimization to create digital humans at 1:1 scale.
LAB/Department: STAR Labs (Samsung Technology Advanced Research Laboratories)
PRODUCT LINE: NEON
My Role: Design Strategy, Brand Identity, Art Direction, UI/UX Design, Concept Video Planning, Data Capture and Optimization to create digital humans at 1:1 scale.
NEON is an AI project from Samsung’s STAR Labs (Samsung Technology Advanced Research Labs), aimed at creating lifelike digital avatars that resemble and interact like real humans. Unlike traditional AI assistants, NEONs are designed to respond with natural expressions, body language, and conversational nuances, allowing for engaging, human-like interactions. Each NEON can be personalized for different roles—like virtual companions, tutors, or customer service agents—adapting their responses based on real-time cues and context. By combining advanced machine learning, neural networks, and computer vision, NEON strives to redefine human-computer interaction, bridging digital experiences with genuine emotional connections.
NEON Brand film
Released Year: 2020
Creative Director: Link Huang
Production Studio: Cheil
Post Production: Cheil
Creative Director: Link Huang
Production Studio: Cheil
Post Production: Cheil
NEON Brand film showcasing potential use cases of digital human in the real world. Use cases included are: Retail Sales (makeup store), Content Creation (news caster), Services (airline checkin), Fitness (yoga instructor), Education (home school tutor).
Brand Film Storyboard Sample Frames
NEON Brand Identity System
DATA CAPTURE
GRID 1 - Face and head crop
FACE AND HEAD DATA
Head data is our first priority to start training a talking head. The Grid is divided into three parts for different training, then stitched back together.
Head data is our first priority to start training a talking head. The Grid is divided into three parts for different training, then stitched back together.
GRID 2 - HEAD AND ARMS
ARM AND UPPER BODY
Grid 2 is designed to incorporate arms.
Grid 2 is designed to incorporate arms.
GRID 3 - FULL BODY
1:1 SCALE for KIOSK
In order to achieve 1:1 human scale exactly for all 3x size displays, measurements were recorded as data.
In order to achieve 1:1 human scale exactly for all 3x size displays, measurements were recorded as data.
Then I created Grids to properly crop each data set for different size displays. To achieve this, pixel values were recorded and measured in proportion to each display size.
Each person was lined up based on their heels for accurate consistency.
NEON Frame
1:1 Full Size display Kiosk
1:1 Full Size display Kiosk
Basic Design Layout System
Design System & Style
UX Interaction and Interface Wireframes
UX / UI - Airport
75" Display
65+ and 55" DISPLAY
User Scenario - Retail
75" Display
65" Display
User Scenario - Food Services
65" & 55" Display
65"
65"
65"
65"
55"
55"
User Scenario - Financial Advisor
75" Display
NEON View
Mobile Platform
Mobile Platform
NEON View is the mobile platform allowing the user to have a conversation with a digital human AI. Like a phone call or text chat, NEON View can provide realtime agentic AI information whenever, wherever.
NEON View Applications and Use Case Designs
KEY Screens
NEON Selector
Chatroom
Chatroom more
Calling
Video call
Setting
NEON Application - MAKEUP Consultants
Start Screen
NEON Application - Personal Banker
NEON View Car Demo
Website Design
