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 I helped develop 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.