Absurdamente Galaxy
Samsung Brasil
Galaxy A71 | 51 — Awesome is for Everyone
Mutato/SP/BR
2020
︎︎︎ My role
ACD, Concept, Art Direction
︎ Shortlist
Effie Awards 2020
Galaxy A71 | 51 — Awesome is for Everyone
Mutato/SP/BR
2020
︎︎︎ My role
ACD, Concept, Art Direction
︎ Shortlist
Effie Awards 2020
The global campaign ‘AWESOME is for Everyone’ for Samsung’s new A Series phone is all about the age of live video. Particularly the way in which it is used on social media platforms like Instagram and TikTok.
The challenge here was to make it relatable for Brazilian audiences, since all videos and lyrics were about the smartphone features - but created with an extremely “gringo” approach.
The result: a perfect match between an awesome smartphone with the "absurdamente" Brazilian pop culture.
︎︎︎ With Pedro Menezes, Alexandre Stamm, Felipe Fagundes.
The challenge here was to make it relatable for Brazilian audiences, since all videos and lyrics were about the smartphone features - but created with an extremely “gringo” approach.
The result: a perfect match between an awesome smartphone with the "absurdamente" Brazilian pop culture.
︎︎︎ With Pedro Menezes, Alexandre Stamm, Felipe Fagundes.
︎︎︎ case study
︎︎︎ tvc hero
︎︎︎ feature films
In addition to highlighting the main track, we had short videos focused on each of the Galaxy A's innovative features. In each of them, we explored a different beat inspired by the main rhythms enjoyed by GenZ here in Brazil: trap, funk rave, acoustic rap, among others.
super steady
tecno brega ︎
fast charging
funk rave ︎
storage
trap br ︎
performance
pagode bahiano ︎
display
rap acústico ︎
︎︎︎ tiktok challenge
The campaign got even more absurd with the innovative formats. There were three challenges on TikTok, each one based on a hit of the Galaxy A's main features: camera, screen and battery. To publicize the challenges, we invited part of the team of Samsung influencers who connected with GenZ, such as Maisa and Juju Franco.
︎ filters
We created a series of AR filters for Instagram Stories using elements from the campaign film, which became popular among young people here in Brazil and became a trend. These icons were even shared on Whatsapp as gifs and stickers.