The battle between iPhone and Samsung Galaxy gets more and more interesting as each goes down their own road. Apple is travelling the world making ever-more sophisticated movies on iPhone. Samsung is colonising the music world, aiming for a Gen Z coup.
We Are Social Australia has shot a crowd-sourced music video for Tate McRae on Samsung Galaxy, strongly suggesting that Galaxy S24 Ultra is the ultimate concert companion.
The social-first agency engaged 25 creators from the Samsung #TeamGalaxy collective to produce the video for Tate McRae’s hit, Think Later. The video was filmed across McRae’s world tour dates in Spain and Portugal, bringing together a wide range of creators, who documented their travels and the electrifying concert atmosphere. Under the direction of visionary photographer and #TeamGalaxy member, Marilyn Hue, the music video integrates footage from each contributor, highlighting the device’s Nightography Zoom and Galaxy AI features to capture the essence of the live experience vividly.
“This campaign goes beyond showcasing mobile technology—it’s about truly connecting with Gen Z through visual storytelling,” stated David Moon, senior director of marketing strategy group of mobile experience business at Samsung Electronics. “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.”
The hero music video is available on Instagram, TikTok and YouTube. Viewers can also 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.
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Ben Clare, executive creative director at We Are Social Australia, stated, “As much as Gen Z yearns 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. 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
Client: Samsung Mobile
Vice President of Marketing Strategy: Saejin Kim
Senior Directors of Marketing Strategy: David Moon & 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
Director: Marilyn Hue
Director of Photography: Kyle Cordova
Photographer: Beth Saravo
Editors: Marilyn Hue, Kyle Cordova & Jamie Rusiti
