I had the privilege of leading a transformative project in collaboration with Samsung, titled “Flip TikTok Motion.” My role as Creative Director encompassed a wide spectrum of responsibilities, including concept development, strategy, production, art direction, video production, casting, and budget management. This ambitious campaign aimed to re-release Samsung’s second generation of foldable products with a unique focus on motion, leveraging dance to amplify the product’s dynamic features.
Year:
2020
Role:
Creative Director
Client:
Samsung Mobile
Creative and Production Journey
I had the opportunity to contribute to nearly every aspect of both the creative and production processes, collaborating closely with my exceptional team in Dallas. This included critical roles in art direction, casting, and production. During the two-week production period in Los Angeles, I assumed the roles of an executive producer and Creative Director.
Key Objectives:
- Create a compelling campaign centered on the motion of Samsung’s foldable products.
- Harness the creative potential of TikTok, marking our team’s first “TikTok-first” campaign.
- Oversee a major production endeavor in Los Angeles, marking a significant milestone for my video team.
Creative and Production Journey:
I had the opportunity to contribute to nearly every aspect of both the creative and production processes, collaborating closely with my exceptional team in Dallas. This included critical roles in art direction, casting, and production. During the two-week production period in Los Angeles, I assumed the roles of an executive producer and Creative Director.
Admittedly I am a much better dancer now then I was before, thank you Bailey
TikTok-First Approach: This campaign was a pioneering effort for my team, being one of the first “TikTok-first” campaigns we had undertaken. It marked our team’s foresight in exploring emerging platforms.
Partnerships and Talent: To bring our vision to life, we partnered with three popular TikTok stars: Bailey Sok, Jason Rodelo, and Audrey Lane-Partlow, all celebrated for their remarkable dancing abilities. Through intensive choreography, this talented trio showcased their moves, drawing inspiration from the dynamic motion of Galaxy Z Flip 5G.
Key Message: Our campaign aimed to inspire people to showcase the unique moves they make and to highlight the power of Samsung’s technology in the palm of their hands. It underscored the re-release of Galaxy Z Flip 5G, centering on the uniqueness of Gen Z.
TikTok as the Platform: To showcase this uniqueness and creativity, TikTok was the perfect platform. It allowed us to engage with the vibrant TikTok community and put the product’s dynamic features on full display.
This project was not only a creative endeavor but also a testament to adaptability and foresight, leading the way into the world of TikTok marketing. “Flip TikTok Motion” continues to resonate as an innovative and forward-thinking campaign, reflecting Samsung’s commitment to technological excellence and creativity.