The Samsung Galaxy S came equipped with one of the fastest processors and brightest screens around. This combination of sheer horsepower and sex appeal led to a two-tiered campaign. First, we used influential celebrities who were clearly not iPhone types. Stars who are never one thing, but masters of many trades. Each ad allowed people to test-drive a suite of apps cherry-picked by the featured celebrity. This approach targeted casual phone users.
Meanwhile, to showcase what the phone could do, we used technology to light the lower east side, create a star show like no other, and even put a concert on the moon.