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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