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SAMSUNG INSPIRED BY A TRUE PHOTO

Samsung wanted to reach a younger tech savvy audience averse to Samsung with a secret weapon of a powerful camera taht could beat iPhone’s. So a simple photo became the starting point of our sort of silly campaign.  We decided not to speak about megapixels or specs but to focus on a platform focused solely on storytelling derived from Samsung users’ photos. We called it Inspired by A True Photo. Our first iteration of the campaign gave life to a humble photo of a bag of onions by user @scottanders44. The film Onions by director Samm Hibbard, was a charming love story on an onion-filled world.  

On the next chapter we collaborated with London musician Samm Henshaw, who got inspired by @black_hawk_7 photo of his dog and wrote the feel good track “All Good” which raked almost 3 million plays on Spotify in just a few weeks. All Inspired by True Photos.