Samsung
Helping Samsung showcase creative expression in low light.
KEY STATS
8.5m
Total follower reach across TikTok and Instagram
4
Weekly episodic instalments across 8 European markets
57.5m
Total aggregate readership
54
More articles than 2021 Z series lifestyle event, with features in Grazia and GQ
The challenge
Samsung needed to maintain publicity following their S22 phone launch while showcasing the device’s ability to capture, crystal-clear visuals in low-light conditions. The challenge? Connecting with European Gen-Z markets through creative storytelling.
Approach
We developed ‘Night in New Light – a four part series following British street artist and TikTok creator ‘Fat Cap Sprays’ as he explored night photography and low-light artistry. Rather than traditional product demonstrations, we crafted an authentic creative journey that showcased the S22’s capabilities. The campaign traced the complete lifecycle of street art, each weekly instalment revealed different aspects of the creative process while highlighting specific S22 features, culminating in limited edition prints with custom frames contraining QR codes for AR experiences.
“Working with Identity, we were able to pivot without complaint and adjust to changing requirements, delving into different creative routes and concepts we had never considered before.”
Senior Experiential Manager, Samsung
Result
By following Fat Cap Sprays’ creative process, we demonstrated the S22’s low-light capabilities through real-world application.
Experience
Changes
Everything
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