Designed to elevate the live music experiences of Gen Z.
Socially-led creative agency We Are Social Australia has launched its latest campaign for Samsung, designed to elevate the live music experiences of Gen Z.
The agency engaged 25 creators from the Samsung #TeamGalaxy collective to produce a crowd-sourced music video for pop artist Tate McRae’s hit, Think Later.
Filmed using the Galaxy S24 Ultra, the video showcases the phone’s AI and camera capabilities, drawing fans closer to the music they love.
The video was filmed across McRae’s world tour dates in Spain and Portugal, bringing together a group of acclaimed creators who documented their travels and the concert atmosphere.
Under the direction of photographer and #TeamGalaxy member Marilyn Hue, the music video integrates footage from each contributor, leveraging the device’s Nightography Zoom and Galaxy AI features to capture the essence of the live experience.
"This campaign goes beyond showcasing mobile technology—it's about truly connecting with Gen Z through visual storytelling," Samsung Electronics senior director of marketing strategy group of mobile experience business David Moon.
"Gen Z treasures the unique experiences and lasting memories of live music, and with their devices, they can capture every moment in vivid detail, preserving the essence and emotion of these unforgettable performances."
Alongside the hero music video, now available on Instagram, TikTok and YouTube, viewers can catch a glimpse of the behind-the-scenes action on the influencers’ channels, and learn about product-specific features through a suite of supporting assets on Samsung’s social channels.
We Are Social Australia executive creative director Ben Clare said as much as Gen Z yearn to preserve the magic of a concert experience, the reality often falls short—hindered by the constraints of their smartphone cameras.
"Creating a product demo disguised as a music video felt like a cool way to elevate the features from mere advertising into compelling, story-driven content," he said.
"And bringing together so many creators to help make it builds on the idea that great content creation goes beyond power and image quality — it’s also about community and the collaborative spirit, all of which Galaxy fosters."
Credits:
BRAND: Samsung Mobile
Vice President of Marketing Strategy: Saejin Kim
Senior Director of Marketing Strategy: David Moon
Senior Director of Marketing Strategy: Daniel Kim
CREATIVE & PRODUCTION AGENCY: We Are Social Australia
Executive Creative Director: Ben Clare
Senior Art Director: Laura Brown
Senior Copywriter: Tom Bradbeer
Group Account Director: Hilary Jacobs
Senior Account Manager: Lauren Coleman
Senior Account Manager: Stephanie Da Silva
Senior Producer: Pablo Marks
Strategy Director: Zach Rippon
FILM DIRECTION & EDITING
Director: Marilyn Hue
Director of Photography: Kyle Cordova
Photographer: Beth Saravo
Editors: Marilyn Hue, Kyle Cordova & Jamie Rusiti
