Samsung Galaxy Buds
My Role:
Led the development of the campaign platform from insight through to execution, shaping the creative direction across content, talent and storytelling.
Product Reframing
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Talent-Led Storytelling
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Cultural Context
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Creative Strategy
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Product Reframing ✳︎ Talent-Led Storytelling ✳︎ Cultural Context ✳︎ Creative Strategy ✳︎
From Tech To Tool
Specs don’t mean much to people who live and breathe sound. For music professionals, it’s about feel just as much as it is about specs. So instead of talking up performance, we let the people who rely on it show what it actually means.
'Sound Is Everything' put Galaxy Buds3 in the hands of artists, producers and creators, capturing how sound moves through their work, their spaces, their day-to-day.
Shot in a documentary style and distributed through Hypebeast and Rolling Stone, the product showed up naturally as part of the process.
The result: Buds3 reframed from another piece of tech to something far more considered, a tool trusted by those who know what good sounds like.