I was ACD on this project at Iris. I ACD’d the Samsung account for 2 years, managing multiple creative teams, work streams and clients, winning several pitches and working across a diverse range of media. Our original concept for this brief was more ‘social first’, but you can’t win them all.

The S23’s ‘nightography’ camera takes epic photos and videos even at night. But without the ability to put a new Galaxy S23 Ultra in everyone’s hand, our job was to make people reassess what a smartphone can capture after dark. We created special-build OOH posters which were flooded with light to create something as visually gob-smacking as the photos you’ll take on a S23. The posters also contained motion sensors that triggered a light show when people walk past.