Objective

We aimed to not only put Galaxy S24 and Galaxy AI on the map, but to also put it in the industry-leading position.

Cultural Tension

Daily lives are being impacted in ways yet to be seen as Gen AI is changing culture. 

Insight

Gen Z wants a future where they can be completely themselves, living life their way, expressing their main character energy. 

Strategy

The S24, powered by Gen AI, opens endless possibilities for Gen Z to experience things their way, and establish Samsung as the mobile AI frontrunner

Media Acclaim

“the most fascinating phone of the last decade” -MrWhosetheBoss 

"This phone sets the tone for 2024" -Marques Brownlee 

“the biggest smartphone evolution since the first iPhone” -Chosun Ilbo