Samsung

Challenge

Turn a fairly technical smartphone launch into something people outside the tech world would actually care about.

Insight

A great camera is only as good as the person using it.

Creative

So we took Rankin’s Hasselblad away and gave him a Samsung S21 Ultra instead. Rather than talking about megapixels and camera specs, we put the phone in the hands of one of the world’s best-known photographers and let the work prove what it could do.

Results

The shoot took the launch beyond the usual tech press and into fashion, culture and mainstream media, generating coverage across more than 2,500 publications globally.

Role

Concept, Creative Direction, Art Direction