Samsung Low Light

Athlete sliding across sand while wearing black performance sportswear

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Creative Direction
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Design
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Campaign
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Post Production

We didn't just say the camera loved the dark, we let people feel it. They stayed longer, switched over, and saw the difference for themselves.

The Samsung Galaxy S9+ low light camera makes it possible to capture incredible photos any time of day.

It's easy to make that claim, but how do we prove it to be true?

Group of athletes sprinting outdoors in performance training apparel

Group of athletes sprinting outdoors in performance training apparel

We decided to prove it through three separate activations. We built an in-store low light experience zone, where customers could come and snap selfies in a darkened room then share the crisp photo straight to social media. We created a special light box where visitors could see how the camera operated in varying levels of light. Finally we created and published a Low Light Photography Book which showcased a selection of nighttime photographs and tricks + tips taken by recognised photographers who were only allowed to shoot using the Galaxy S9/S9+.

Athlete crouched at the starting position on a sandy surface

Athlete crouched at the starting position on a sandy surface

Billboard advertisement featuring an athlete in motion wearing sportswear

Billboard advertisement featuring an athlete in motion wearing sportswear

Customers spent 25% more time in store.

150,000 new customers through the doors at launch.

18% uptick in Apple switchers.