SAMSUNG

Samsung aimed to target younger mobile consumers to compete with Apple so we created the "Make" series, which highlighted the Samsung Galaxy in use by creators on YouTube. This strategy allowed Samsung to connect with Gen Z creators while reaching the platform's vast audience of 1.8 billion users.

The docu-style product films featured popular influencers like Issa Rae and Nigel Sylvester, who shared insights into their creative processes while using Samsung products. By showcasing these authentic experiences, the "Make" series effectively resonated with a younger demographic, reinforcing Samsung's position as a brand that supports creativity and innovation. This campaign not only elevated brand awareness but also fostered a deeper connection with the next generation of mobile consumers.