Coming off the success of the first campaign starring Yara Shahidi as the headling talent, Samsung wanted to elevate the 2021 campaign from its predecessor. We ended up working with Missy Elliott and her team to license one of her tracks as the hero song for the campaign, featured global Kpop sensation BTS, as well as ensuring inclusivity for featured talent from all around the world.
#MAKEMOMEPICWITHGALAXY
#MAKEMOMEPICWITHGALAXY
Overview: This was a tentpole moment campaign that laddered up to a much larger product strategy to help sustain the launch marketing efforts for the Samsung Galaxy S21. The campaign was purely an influencer-led approach, tapping into some of the biggest influencers across the world. Segueing from the success of the 2020 campaign, for 2021, we elevated the work with a featurette from the K-pop band BTS, along with working closely with Missy Elliott and her team to license one of her tracks as the anthem for the campaign.
Role: Senior Producer
R/GA
