Samsung has a long legacy of showing the love for their mobile phone owners. The tribe, as they referred to them, has always been integral in promoting the latest product release. In 2018, Samsung asked Sapient to create a once in a lifetime moment celebrating their owners in NYC with Janelle Monae. The concert was to be held at Samsung 837 to christen in the new Galaxy 9. Our team handled everything for Janelle from ideation for the event to concert-centric design graphics.

The catch? There wasn’t one.

If you owned a Samsung device and in NYC that evening; you were part of the product launch.
And that’s how we created branded content and Owner Loyalty.

Core Team
Sr. Creatives: Peter Kang, Johann Conforme
Creative Leads: Derek Arzoo (CD), Andrew Hsu, Euan Au(CD)
Design Lead: Parish Cherry