Samsung

Uncrush

Apple was winning on brand perception, not specs. Even when Samsung led on features, Apple got the credit. Then an Apple ad showed creative tools being crushed and the internet reacted badly.

People choose tech for what it stands for, not just what it does. Brands that protect creativity earn loyalty.

Stand up for human creativity when a competitor appears to crush it.

Within a week we created UnCrush, a rapid cultural response film that flipped the narrative. Instead of destroying creative tools, Samsung technology supports them.

The film continues the story with music, making and craft restored through Galaxy Tab S9. Technology shown as an enabler of imagination.

Shot fast. Launched fast.

Landed in culture at speed.