SAMSUNG BUDS2 LAUNCH

Music is culture and the soundtrack to Gen Z lives. A culture where they can curate and discover worlds they’ve never experienced before. Worlds that they can take part in, and ones that make them feel immersed. Worlds that allow them to express their individuality and well as build a shared community. Based on these notions, we developed a breakthrough global creative campaign that shows how Samsung Galaxy Buds are superior and differentiated to win the market and leverage key cultural powers, showing the immersive quality of sound through Buds2. This campaign illustrated a transformation- a ‘before and after’ effect- that speaks to the immersive quality of our product through Vogue-ing- a free and expressive dance culture that is respected and elevated in the creative community. In this film, directed by Anthony Mandler, we were able to show the new Galaxy Buds as the catalyst for lifting up and elevating the listening experience through music, connection, style, and movement.