Samsung
Specs don’t make people care. Stories do. For Samsung’s Galaxy A Series, Capture Your Journey put JoSH’s journey in focus: the music, heritage, family, and places that shaped them.
The goal was never to make the camera the hero. It was to show why the moment deserved a wider frame. We didn’t sell an Ultra Wide Angle lens.
We gave it a reason to matter. More roots. More rhythm. More of the life around the moment.
ROLE
Creative Concepting
Creative Development
Art Direction
AWARDS
Marketing Awards 2020 - Branded Content - Gold
Marketing Awards 2020 - Online Film - Silver
Hermes Creative Awards 2020 - Social Media - Platinum
Summit International Creative Awards 2020 - Branded Content - Bronze
RESULTS
It helped the campaign move beyond product awareness and into real connection. The Galaxy A Series became part of a story people could see themselves in through family, music, memory, and the moments that shape who we are. That connection carried through the work, driving a 12% lift in sales across targeted multicultural markets and a 9% increase in Samsung Canada’s social following during the campaign period.
CREDITS
CREATIVES
Riki Yao