Something Satisfying from Samsung
BACKGROUND Collectively at Samsung we have been elevating our organic social feed with curated posts that feel more authentic and less sale-sy. As part of that directive some funds were allocated for a series of organic social posts that convey product benefits of the new Galaxy S25 Edge, a slim and light design that minimally compromises on features.
PROCESS This timeline had absolutely no padding. If we wanted these in market by launch we needed to be as buttoned up as possible during the white paper concepting phase of the project. Together with Cheil I selected concepts and refined them to be as fun and scroll-stopping as possible and tie in closely with product features (which also means I have to be a product expert). The line between whimsy and kitschy was fine and we had to balance product benefits with intrigue delicately. I reviewed storyboards and directed change since we had no time for edits in the production phase.
HICCUPS Like any great idea this one too was almost sidelined when budgets began running out, threatening to absorb our remaining funds and timelines began to lengthen. But the creative team had a lot of heart for this one and thus it was fought for. We had to cancel production of the two remaining concepts that hadn’t been initiated but the rest of the project resumed its course.
SOLUTION We created a series of whimsical 3D animated posts with custom music that looped. They were designed to family well as a mini social first campaign. The results were not surprising. These received a significant amount of impressions despite the fact that no media dollars were behind them.
