Tal Shub


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 framework to show how these devices are more powerful when 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.

Studio photography and video by Carlos Serrao.

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.

TV spots directed by Marcus Tomlinson at Radical Media.

Digital advertising drove to Samsung.com, where users could see the products in action and purchase them separately or as bundles.

A 140-page brand book was used to articulate the visual and verbal tone of the campaign internally.