To position Samsung’s A Series phone as the go-to device for the Gen-Z creators who dominate these platforms, we created a 48-second film to engage this demographic on their own terms: with irony and irreverent fun.

We brought in content creators, including Madrona Redhawk, Yvng Homie, DJ Rangster to feature in the campaign, and to ensure no Gen-Z eyeball is spared we made six 15-second feature ads and over 300 social formats to accompany the hero film.

The key features of the product that are highlighted in the film include an edge-to-edge infinity screen with a pin-hole camera, a super-steady mode for smooth video capture and, of course, a looooooooooooooong lasting battery life.