Samsung
Do what you can’t.
We used a flightless bird to show the human potential of technology. It launched Samsung’s biggest global campaign of all time.
It got even bigger. Creators and content makers like Casey Neistat were inspired by the message and generated a wealth of earned media for us.
Galaxy launch
Going head to head with Apple, Samsung knew it had to be way more emotional and connected. Set to The Beatles “Across the Universe,” this one made it’s debut at Samsung’s unpacked launch.
We created this to challenge what our perception of a phone is. The Unboxing idea was about removing borders, starting with the actual frame of the phone.
Teaser films were made to show change and freedom from the old school phone frames.
Buying a board in Times Square is one thing but buying the entire Times Square block on every board simultaneously? Even better.