SAMSUNG | Inspired by a True Photo

Samsung needed a new camera platform.
Kinda hard when smartphone cameras ain’t getting much better.

While other brands celebrated the photos their cameras could capture, we focused on what our photos could inspire;
putting real customer photography at
the beginning of the creative journey, not the end.

To launch the platform I shot the photo, director Sam Hibbard got inspired, and just 23 days later we made a beautiful love story together. About onions. Outside a wee shop on Brick Lane.