Samsung is the king of TVs and the project was to create an image library of the their latest TV lineup. They needed a smart approach that took into account the breadth of consumers who would enjoy them. 

Profiles were developed to match the range of the TVs. Based on lifestyle, life stage, and other key demographic insights, a circle of friends and family whose lives regularly intersect were imagined. Where they work, where they live, how they know each other, what they like to eat, and so on. These were all considerations for creating each of the scenarios.