SAMSUNG X 88RISING : THE POWER OF PARTNERSHIP
Building on my role as R/GA’s creative lead on the Samsung Global account, my mission to meet Gen Z audiences where they are and include them in helping Samsung build culture was realized most powerfully in the creation of the Head in the Clouds 3 visual album project with 88Rising. We tapped the premier Asian Hip Hop label for a never-been-done-before partnership that put our Samsung S21 Ultra mobile phone at the center of powerful storytelling and experience. In collaboration with 88Rising, we set out to bring fans closer to the music and artists they love, and build a community around the rising force that is Asian-American heritage and the role of these voices in music culture.
HEAD IN THE CLOUDS 3 VISUAL ALBUM Filmed #withgalaxy
To bring this project to life, Samsung x 88rising joined forces to produce three music videos together with musical artists Ylona Garcia, BIBI, and NIKI as part of their visual album, Head In The Clouds 3, all filmed #withGalaxy. The three female artists invited global fans to help them finish three music videos using only the Samsung Galaxy S21 Ultra device, by contributing their own footage via social media to showcase their roots and heritage much like the artists for inclusion in each video. Each music video was also shot entirely with a Samsung Galaxy device.
THE POWER OF COMMUNITY & PARTNERSHIP
This powerful partnership created a movement, and a fever pitch by empowering the audience, the fans, and the creators as a mass force to elevate, raise artists up and grow a community of fans and creators to SHOW THEIR ROOTS with Samsung.
