The idea was to launch phones with creators, because they were the only ones who could push a new phone to the limits. 

We’re not talking about influencers. We’re talking about actors, directors, VFX and 3D artist, and comedians. 

The issue was everything was under embargo, and our creators were spread across the world. 

So we custom built a film-set cross studio cross creator house? Something like that. Lighting crews, DOPs, runners and art department all at the standby. 

We flew all creators to LA, revealed the never seen before devices, concept, directed and shot two phone launches in….ten days. 

Each creator launched to their own niches, communities and subcultures. 

I ran this program as flagship activations in LA and Seoul to launch various Samsung Galaxy devices. I’ve overseen the rollout in Bangkok, New Delhi, Dubai and London.