For the new generation of smartphone owners, a phone is not just something they use to keep in touch with their friends. It’s also the center of their world – used for self expression, studying and side-hustles in equal measure… And we wanted to celebrate that.
This series of short TikTok films focuses on the interplay between generations – the kids doing cool, unexpected stuff on their devices and the skepticism of the adults who observe them and question why they need all these features in the first place. The takeaway being that Samsung ‘gets’ what young people need, even if you oldies don’t.
Role: Creative Idea / Copywriter Director: Arno Salters