Samsung Galaxy A
Tiktok Films
Art Director, 2024
Teens show adults what they're missing out on.
Today, a smartphone is far more than just a way to text friends, it's the anchor of a young person's daily life, acting as a canvas for self-expression, a study hub, or a launchpad for side-hustles all at once. Working on Awesome’s What I’m Doing (the fourth chapter of the Awesome is for Everyone series), we wanted to capture that reality by showcasing how the Galaxy A features fuels this next generation's creativity.
To bring this to life, we developed a series of TikTok films that lean into classic generational friction. We contrasted teenagers pulling off brilliant, unexpected feats on their devices with the amused skepticism of the adults watching them. The message is simple: Samsung gets what young creators are building, even if the oldies are still trying to catch up.
Today, a smartphone is far more than just a way to text friends, it's the anchor of a young person's daily life, acting as a canvas for self-expression, a study hub, or a launchpad for side-hustles all at once. Working on Awesome’s What I’m Doing (the fourth chapter of the Awesome is for Everyone series), we wanted to capture that reality by showcasing how the Galaxy A features fuels this next generation's creativity.
To bring this to life, we developed a series of TikTok films that lean into classic generational friction. We contrasted teenagers pulling off brilliant, unexpected feats on their devices with the amused skepticism of the adults watching them. The message is simple: Samsung gets what young creators are building, even if the oldies are still trying to catch up.
CREDITS
Agency: W+K Amsterdam
Creative Directors: Edouard Olhagaray, Ramona Todoca
Art Director: Sabela Ros
Copywriter: Érika Moreira, Jake Barnes
Film Director: Arno Salters