To position Galaxy phones as the go-to devices for Gen Z, we faced a specific challenge: traditional ads weren't sticking. I assisted in pivoting Samsung from one-sided communication to a strategy of "endless consumability" through the #withGalaxy campaign. By partnering with regional creators Daffy and Flipperachi to produce a chart-topping track built entirely on our devices, we bypassed the advertising noise.

I helped to develop the framework that turned a music video into a collaborative ecosystem, inviting fans to co-create content that ultimately drove record-breaking sales and a level of organic ad recall that traditional spots couldn't match.

The result? Galaxy A Series being embedded as part of the culture, not just the conversation, proving that even the toughest crowd can be won over with the right approach.