Craftsmanship. When it was time for Samsung to launch its first professional grade DSLR, the emphasis was on craftsmanship. We produced a printed booklet called NX1 Untold Story from cover-to-cover, including the photoshoot, which emphasized the build quality. We focused especially on the outstanding quality of the new power zoom S-lens, tearing it apart and showcasing the engineered precision of each glass component. Compactness. For the NX500, the emphasize was on the compact size. This Key Visual utilized a model that can just be seen in the background as a frame, with the arms and hands arranged in front to draw the eyes. The concept of the Beauty Shot was to set the NX500 with various materials in the background. Rocks were used to highlight the classic durability. Leather spotlighted the CMF.