A8 – Global Launch


Samsung asked BMB for help creating a global campaign to launch their new Samsung Galaxy A8 phone. The audience was Gen Z: those that use their phone as a tool for self-expression. This campaign wasn’t about looking good in front

of the camera – it was about showing the world our real selves. We decided to team up with director Shea Glover and re-create a social experiment she had undertaken at her high school.

She took photographs of people, before telling them that she was taking pictures of things she found beautiful - filming her subjects to capture their reactions. The result was a moving and evocative film.