Sharon Edmondston Executive Creative Director

ABOUT

When it came to launch Samsung's the most elegant and fashionable device to date in Australia, our brief was to shift gears from the practical and functional brand messaging Samsung was known for, to a disruptive high fashion approach.

Although all of the scenes in the film (and subsequent campaign materials) were anchored in brand and product truths, the way they were expressed sparked a massive brand reappraisal for Samsung.

MADEIT CREDITS

  • SamsungClient
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