SAMSUNG BUDS2 X CHARLI XCX
Leading the multi-faceted team at R/GA in a creative collaboration with pop sensation Charli XCX, we introduced the Samsung Galaxy Buds2 to GenZ audiences and gave the world the power to SEE MUSIC. As Charli moved through each soundscape, the Galaxy Buds2 intensified her visual world, pairing the powerful bass, clear sound, comfortable fit, and 24/7 battery with the vibrant color worlds of the new Buds2 and launched Charli’s single, “Good Ones”.
IMMERSE IN YOUR WORLD
AMPLIFYING WITH NEXT-LEVEL CREATIVE TECHNOLOGY
With volumetric capture, reserved for AR and video games, we pioneered new technology in the advertising and marketing space, eclipsing everything that came before and transforming the filmmaking process to create a social, shareable film. To show the world Galaxy Buds2’s immersive experience, Volumetric capture enabled production to modify not only the surrounding worlds, but Charli XCX herself, and film her from any angle. The digital twin that was created via volumetric capture seamlessly interacted with and became part of the four soundscapes to emulate the product benefits of Samsung’s new Galaxy Buds2 in new ways.
Our partnership generated buzz in mass media, in social and online communities
as well as garnering widespread attention for Samsung with 3.5MM+ impressions.
“GOOD ONES” - DEEPER CULTURAL IMPACT
The collaboration also extended into Charli’s music video for “Good Ones”, directed by Hannah Lux Davis where Charli wore the Galaxy Buds2 in multiple scenes and close-ups. The music video garnered over 6.9 million views on YouTube alone with over 211K likes.