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The concept centers around ‘real people’ living their lives at the 'Cutting Edge of Style'. 

These are aspirational youth who, through their networks of friends, are always in the know - we see their world and document it. They are style leaders, the sort of people others follow. By associating these people with Samsung Ultra Touch and by allowing them to enthuse about the style and features of the phone, we can build the content of the product story for social media and microlight with real stories. The graphics visually personalises their design speciality, the products rapid response while inter-connecting their fast lifestyles.


ROLE Associate Creative Director

AGENCY Cheil Global

MEDIA Design / Digital / TV / Social / OOH

RESULTS This concept was embraced by HQ and taken onboard for the global launch



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