Samsung 
Sero

responsive content for adaptive screens

As part of the onformative team, I worked on creating a fresh approach to integrating motion, sound, and visuals for Samsung’s »The Sero«. This innovative TV, with its rotation feature, provided a unique opportunity to explore dynamic and interactive content design.

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I collaborated on designing reactive visuals that respond dynamically to sound, transforming »The Sero« into an engaging, immersive experience that transcends traditional screen design.

One highlight of the project was designing the »Light Ring«, a signature feature combining light, color, and motion. It reacts to music by subtly adjusting intensity and hue, turning sound into a visually captivating and interactive experience.

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This project allowed me to merge design and technology, creating visuals that connect users to their environment. It’s more than a display—it’s an exploration of how responsive design can transform technology into a form of interactive art.

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Credits
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Client:
Samsung

Studio:
onformative

Production:
Tobias Ziegler

Creative Direction: 
Cedric Kiefer

Art Direction:
Bernd Marbach, Julio Clavijo, Manolo Gamboa Naon, Henryk Wollik, Ricardo López Cabañero

Technical Direction:
Henryk Wollik

Code:
Henryk Wollik, Joao da Fonseca

See the full project at onformative:

© BERND MARBACH 2025

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