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Interns daydream about saving a creative campaign for Samsung in the brand’s latest spot from BBH USA for Galaxy Tab S9 Launch

Roastbrief by Roastbrief
August 4, 2023
in Advertising, Campaign
Reading Time: 6 mins read
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BBH USA is bringing humor and inspiration to the latest launch campaign for Samsung’s new set of tablets, the Galaxy Tab S9 Series, which have been developed with the new Creator Generation in mind. During a season where much of this generation is experiencing their first forays into the professional world with summer internships, BBH USA puts two Gen Z interns at the center of a film that shows how the Galaxy Tab S9 is the ultimate tool that unlocks their boundless creative ambitions for the future.

It starts with an all too relatable opening scene – the interns bursting into the end of a meeting to scavenge catered lunch – and turns into an epic tale of how they attempt to save the otherwise uninspired creative campaign for the Galaxy Tab S9 with their ideas. Watch the cheeky film here:https://www.youtube.com/watch?v=ggfA3ltufPk(note that this is a longer form film versus :30 or :45 spot).

“Gen Z recognizes the power of creativity for success in life and careers. They leverage tablet PCs to bring their unique ideas to life, unlike older generations who view them as entertainment,” said Matthew Leem VP, Head of Brand Marketing, Samsung HQ Mobile eXperience. “We aim to position Galaxy Tab S9 as the ultimate tool for inspiration and creation.”

“We mined all the bad ideas we had as interns ourselves when starting out – when you’re just generating lots of terrible ideas in the hopes that you’ll stumble on something decent, hoping for inspiration. Which is still kind of what we do – only some of us get a tool like the Tab S9 to do it on,” said Ryan Paulson, Group Creative Director, BBH USA.

“We couldn’t be more excited about the launch of our new ‘See Great. Be Great’ campaign for Tab S9,” said Erica Roberts, CCO, BBH USA. “The work positions the new tablet as the shortest distance from inspiration to creation–or as in the case of this film, the shortest distance from intern to hero.”

“The Interns” is the first piece to air in the See Great. Be Great. campaign for Samsung’s Galaxy Tab S9 series which serves as a turning point in the tablet category: a reinvention of what a tablet can be, that takes it from ‘good’ to ‘great’. It is running across social channels alongside a more product focused spot & additional creative to launch in the coming weeks

CREDITS 

BRAND – SAMSUNG

Chief Marketing Officer – Stephanie Choi

VP, Global Brand Marketing – Matthew Leem

Director, Global Brand Marketing – Seunhee Rho

Global Brand Marketing Senior Professional  – Eunseon Noh

Global Brand Marketing Senior Professional – Jenny Chun

Global Brand Marketing Professional – Saebin Park

Global Brand Marketing Professional – Bokyung Kim

CREATIVE AGENCY- BBH USA

Account

  • Creative Practice Lead (Publicis) – Adam Arnold
  • Group Account Director – Nicole Hruby Daniel
  • Account Director – Denis Mahon
  • Account Supervisor – Grace Park
  • Account Executive – Alex Wyatt
  • Senior Project Manager – Juli Faltas
  • Chief Creative Officer – Erica Roberts
  • Executive Creative Director – Estefanio Holtz
  • Group Creative Director – Ryan Paulson
  • Creative Director – Kevin Meagher
  • Creative Director – Otto Pajunk
  • Creative Director – Guiga De Oliveira Cunha
  • Copywriter – Jeffrey Martinez
  • Art Director – Truman Florence
  • Art Director – Madeline Honig
  • Joe Burns – Head of Strategy
  • Strategy Director – Megan Cullen
  • Strategy Director – Aaron Gaita
  • Strategist – Daphney Rudolph
  • Head of Production – Deb Archambault
  • Executive Producer – Jacob Vogt
  • Associate Producer – Beiyi He
  • Director of Business Affairs – Daniella Vargas
  • Business Affairs Manager – Eugene Gandia
  • Associate Business Affairs Manager -Max Novick

Production: ProdCo

Director- Thomas Ormonde

Executive Producer – Maddi Carlton

Line Producer – Doochy Moulton

Director of Photography- Kasper Wind

Editorial: Cut + Run

Editor – Ben Campbell

Assistant Editor – Drew Lang

Executive Producer – Lauren Hertzberg

Producer – Eytan Gutman

Post-Production: Black Kite

VFX Lead: Nina Mosand

VFX Executive Producer: Amy Richardson 

VFX Producer: Polly Durrance 

VFX Artists: Matthew Hutchens, James Marshall, Ben East, Mark Stannard, Warren Gebhart, Michael Kornitsev, Chris Blew, Andrew Curtis, Neil Symanski, Jonny Freeman

 Colorist: Tom Mangham

Audio & Music: String and Tins

Sound Design & Mix: Culum Simpson

Foley:  The Foley Barn

Composer: Joe Wilkinson

Producer: Alina Miroshnichenko

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