Samsung S24 Launch

Samsung S24 Launch

Gearing up for the launch of the flagship S24 model.

Client

Samsung

Year

2024

Category

Consumer Electronics

Objective

Objective

We aimed to not only put Galaxy S24 and Galaxy AI on the map, but to also put it in the industry-leading position.

We aimed to not only put Galaxy S24 and Galaxy AI on the map, but to also put it in the industry-leading position.

Objective

We aimed to not only put Galaxy S24 and Galaxy AI on the map, but to also put it in the industry-leading position.

Cultural Tension

Cultural Tension

Daily lives are being impacted in ways yet to be seen as Gen AI is changing culture. 

Daily lives are being impacted in ways yet to be seen as Gen AI is changing culture. 

Cultural Tension

Daily lives are being impacted in ways yet to be seen as Gen AI is changing culture. 

Insight

Insight

Gen Z wants a future where they can be completely themselves, living life their way, expressing their main character energy. 

Gen Z wants a future where they can be completely themselves, living life their way, expressing their main character energy. 

Insight

Gen Z wants a future where they can be completely themselves, living life their way, expressing their main character energy. 

Strategy

Strategy

The S24, powered by Gen AI, opens endless possibilities for Gen Z to experience things their way, and establish Samsung as the mobile AI frontrunner

The S24, powered by Gen AI, opens endless possibilities for Gen Z to experience things their way, and establish Samsung as the mobile AI frontrunner

Strategy

The S24, powered by Gen AI, opens endless possibilities for Gen Z to experience things their way, and establish Samsung as the mobile AI frontrunner

Media Acclaim

Media Acclaim

“The most fascinating phone of the last decade.” - MrWhosetheBoss 

"This phone sets the tone for 2024." - Marques Brownlee 

“The biggest smartphone evolution since the first iPhone.” - Chosun Ilbo 

“The most fascinating phone of the last decade.” - MrWhosetheBoss 

"This phone sets the tone for 2024." - Marques Brownlee 

“The biggest smartphone evolution since the first iPhone.” - Chosun Ilbo 

Media Acclaim

“The most fascinating phone of the last decade.” - MrWhosetheBoss 

"This phone sets the tone for 2024." - Marques Brownlee 

“The biggest smartphone evolution since the first iPhone.” - Chosun Ilbo 

©2025 Darryl Soh

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©2025 Darryl Soh

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©2025 Darryl Soh

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©2025 Darryl Soh

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