
The market was coming off a long fatigue of Apple inspired ads with grey/white backdrops and a 3D rendering of a phone. The challenge was on to create something that would break the mold but also hit the right KPIs.

The brief: Craft a visual identity for a new phone release to achieve X number of pre-registration
The insights: Customers are tired of looking at the same ads from different phone brands.
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The idea: Creating a teaser campaign that skirts the line of creativity while sticking to the brand.
Where it started










A teaser campaign that tripled the KPI and a launch campaign to follow
Where it went


A last minute request for a launch gambit turned into a laser show, inspiring a laser projection.

In a bizarre turn of events, one thing left to another, and it became the brainchild.




Samsung was on a roll—the phone was gaining traction fast. Then Google came knocking. They wanted to collaborate on Gemini, their AI breakthrough. Suddenly, the brief shifted. No rules, no limits—just a bold chance to redefine what a launch could be.

The brief: Utilize a multi-million dollar deal to create a viral campaign.
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The insights: "Organic" content creates the best sentiment and shareability.
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The idea: Create a fake viral leak on a global scale.
Viral online stunt took over offline.











This series of projects, one leading to another, was surprising at every stage. When we celebrated achieving triple the expected turnout for the phone launch, our stakeholders went on to ask for more creative deliverables on all fronts. First starting with a launch gambit, I proposed a laser show that was well received by all parties. From then on, the good news only compounded and became one of the more rewarding chain of events of my life.