Tal Shub








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The First Driver






Samsung

A Galaxy of Possibility


Samsung was reaching a saturation point for their Galaxy phone sales, exceeding Apple’s market share. They approached us to rethink how they could get current customers and new ones to buy more than a phone. Our premise was simple: when you connect your Galaxy phone with other Samsung devices the possibilities are endless.





For this long-term shift in Samsung’s marketing, we created a robust system that articulates the power of these devices as they come together. We launched this new initiative through a year-long campaign consisting of hundreds executions across channels including TVC, OOH, digital, experiential, retail and Samsung.com.





















We conceived a design system for product visuals that was flexible enough to work across different mediums and proportions.









TV spots showed the benefit of connecting products together through simple use cases.