Samsung's All About Galaxy campaign arrived at BUCK as the fourth season in a highly anticipated series of branded content built around app-inspired characters. Rather than making a switching argument, this campaign leaned into honoring the vibrant community already devoted to Samsung for its human-led, customizable, user-specific ethos.

As design director, I helped shape a storytelling strategy built around familiar UGC formats told by a cast of characters developed to feel energetically diverse, highly current, and recognizable as social archetypes (like people the audience already knew) while remaining legible as part of the Samsung universe. The craft had to disappear: anything that felt produced, polished, or corporate would break the illusion that these characters were dimensional and real, not mouthpieces in an ad campaign.

The deliverables included a short film and a series of accompanying social content. The campaign accumulated two million views on YouTube in its first three weeks.