Samsung Galaxy Tab S9 Ultra

My Role:
Led the development of the campaign platform from insight through to execution, shaping the creative direction across content, talent and storytelling.

Audience Truth

✳︎

Narrative Platform

✳︎

Talent-Led Content

✳︎

Product Integration

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Audience Truth ✳︎ Narrative Platform ✳︎ Talent-Led Content ✳︎ Product Integration ✳︎

Designed For How Creatives Actually Live

The Tab S9 Ultra does a lot, but listing features wasn’t going to land with people who don’t separate work, creativity and life in the first place. For this audience, it’s all one continuous flow. 

So we built 'Trailblazers', a content platform following cultural figures as they move through their day, creating, working, switching contexts without ever really switching off. 

Shot in a documentary style and rolled out through Hypebeast, the product sits inside those moments. 

The result: the Tab reframed from a device with multiple functions to one that fits seamlessly into how modern creatives actually operate.