Gen-Zs don’t care for ads – especially when it comes to mid-tier phones. So for the Galaxy A Series, we didn’t advertise to them, we invited them.
I helped shape a participatory campaign to make a UGC-inspired music video through a TikTok challenge, co-created with local artists that Gen-Zs already follow. It wasn’t just about specs – it was about self-expression.

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.