“Media today ​is about data and Samsung​ ​made the best, most relevant​ use of that” — YouTube Works

To launch the Galaxy Note10, Samsung wanted to be more relevant to their audiences’ passions. To do that, we identified 3 target audiences for their new Note device: creators, gamers and entrepreneurs. Then, we looked for the “how to” content those audiences search for most on YouTube, and ran 36 highly customized pre-roll videos designed to look like what they were searching for — but in fact, we were hijacking those how-to videos to tell the viewers that what would actually help them was the new Note device.

Role: Creative Director