Meet the Galaxy S10

The Samsung Galaxy S10 arrived with tons of new features—much more than anticipated. The Edelman team needed to break down each in a last minute launch campaign targeting millennials.

In one week, we wrote 30+ scripts centering the light-hearted dilemmas of twenty-to-thirty somethings. Think too many plants and bad Internet choreography. Each situation resolved itself with a feature from the Galaxy S10.

We filmed 19 scripts in a week, replacing dialogue and voiceover with chatty, text-like supers. Art direction played into the iridescence of the phone with a soft take on then-trending millennial pink. Less than two weeks later, the campaign launched across Samsung Mobile channels.