SAMSUNG GALAXY A71 5G LAUNCH

PRODUCTION IN THE TIME OF A PANDEMIC

Two months into working from home during our global pandemic, we were given the brief for this phone launch campaign, a night before the client meeting. After spending the night brainstorming, we sold an idea the next day and went into production…in New Zealand. We didn’t shoot it in NZ because of the beautiful landscapes, we shot it there because we found a great director and it was COVID-free (Go New Zealand!) I had video village set up in my bedroom, saw locations via virtual tech scouts and had convos with production across time zones to get everything right.

The campaign needed to appeal to a regular consumer rather than an early adopter. Someone who loved gaming, posting on TikTok and video chatting with their bestie (especially during the aforementioned pandemic). So we told relatable stories centered around four endearing characters in a way that felt real. Sometimes too real.