Samsung
Helping Samsung showcase creative expression in low light
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.
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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