Samsung #PowerAwesome
While everyone else was baking sourdough, we were gamifying TikTok branded effects to create the first-ever TikTok challenge to measure users’ awesome “energy” through motion tracking.
We needed technology that didn’t yet exist on TikTok. Working closely with developers, we created the first-ever branded effect that could interpret motion in real time, producing a visual interpretation of creator movement using hidden triggers. TikTok had never released a branded effect like this before. In fact, we borrowed the UI from a gamified effect and repurposed it.
The result? We powered up the world to celebrate the awesome battery life of the Samsung Galaxy A #withGalaxy.
Webby Nominated: Best Social Campaign 2022
FEAT. WARREN HUE x 88RISING
In the 48 hours before launch, we released behind-the-scenes footage of Warren Hue, 88rising’s up-and-coming rapper, who produced our original track. Fans received an authentic, unscripted glimpse of his life through social content.
CLIENT: SAMSUNG AGENCY: R/GA NY | sasha shor // ecd | olivia simone // acd | babo schokker // acd | nyomi warren // designer | thomas huerta // content creator | melissa don // content producer | pegah boroshan // account lead