LIVE ON THE EDGE
Client: Samsung
Role: Creative Director
CD Copy: James MacIean
Agency: UEG, BBH
01 PROBLEM
Samsung wanted to launch the new S25 Edge with a moment that was as bold as the phone itself. But in a market oversaturated with product drops, the challenge was clear: how do you create a launch that stands out, makes headlines, and puts the Edge on the cultural map?
02 SOLUTION
We took the launch to the Edge at Hudson Yards in NYC and partnered with Grammy-winning artist, the swamp princess, Doechii. Together, we transformed the venue into a “swamp in the sky”, where more than 500 media, creators, and fans experienced the phone firsthand. The activation culminated in the first-ever livestreamed concert from the Edge, seamlessly weaving product trial into a larger-than-life cultural moment. The partnership proved so successful that Doechii was made the face of the full 360 campaign.
03 RESULTS
The launch exceeded expectations, driving 215+ earned media placements across outlets like Billboard, Rolling Stone, Variety, ELLE, GQ, Harper’s Bazaar, and more. We established 18 new media relationships, boosted new media attendance by +22.5%, and secured 42 top-tier placements in a single campaign.
Teaser
a product launch live-stream like never before
“Influencer content was produced leading up to the event and live on-site, in partnership with Gemini Live, generating instant buzz.
