Samsung has launched a new campaign designed to elevate the live music experiences of Gen Z, unveiling a creator-led music video for Canadian pop singer Tate McRae, via We Are Social Australia.
Positioning Samsung’s Galaxy S24 Ultra phone as the ultimate concert companion, the new work showcases some of its features including AI and camera capabilities, hoping to draw Gen Z closer to their favourite artists.
As part of the campaign, We Are Social engaged 25 content creators from Samsung’s #TeamGalaxy, to produce a crowd-sourced music video for McRae’s hit song ‘Think Later’.
Filmed over her Spain and Portugal tour shows, the creators documented their travels and the concert atmosphere – and ended up creating a music video.
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Led by photographer Marilyn Hue, the music video integrates footage from each contributor, using the phone’s Galaxy AI and Nightography Zoom features.
“This campaign goes beyond showcasing mobile technology – it’s about truly connecting with Gen Z through visual storytelling,” said David Moon, senior director of marketing strategy group of mobile experience business at Samsung Electronics.
“Gen Z treasures the unique experiences and lasting memories of live music, and with their devices, they can capture every moment in vivid detail, preserving the essence and emotion of these unforgettable performances.”
Ben Clare, executive creative director at We Are Social Australia, said: “As much as Gen Z yearn to preserve the magic of a concert experience, the reality often falls short – hindered by the constraints of their smartphone cameras.
“Creating a product demo disguised as a music video felt like a cool way to elevate the features from mere advertising into compelling, story-driven content,” he continued.
“And bringing together so many creators to help make it builds on the idea that great content creation goes beyond power and image quality – it’s also about community and the collaborative spirit, all of which Galaxy fosters.”
Alongside the music video, the campaign is live on Instagram, TikTok and YouTube.
McRae is set to bring her tour to Australia this November, with shows scheduled in Perth, Brisbane, Sydney, Adelaide and Melbourne.
Credits:
Brand: Samsung Mobile
Vice president of marketing strategy: Saejin Kim
Senior director of marketing strategy: David Moon
Senior director of marketing strategy: Daniel Kim
Creative and production agency: We Are Social Australia
Executive creative director: Ben Clare
Senior art director: Laura Brown
Senior copywriter: Tom Bradbeer
Group account director: Hilary Jacobs
Senior account manager: Lauren Coleman
Senior account manager: Stephanie Da Silva
Senior producer: Pablo Marks
Strategy director: Zach Rippon
Film direction and editing:
Director: Marilyn Hue @marilynhue
Director of photography: Kyle Cordova @shotbykyle
Photographer: Beth Saravo @baeth
Editors: Marilyn Hue, Kyle Cordova & Jamie Rusiti @jamierusiti
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