Samsung
Lights. Smartphone. Action
Capabilities:
There’s an audible intake of breath as the judges prepare to announce who’s going home with a quarter-million dollar contract. It’s the grand finale of the biggest photography competition series of the year and it’s nail-biting stuff. But this is a reality TV show with a twist: all contestants are using a Samsung Galaxy S21 Ultra 5G camera.
Here’s how we created a first-of-its-kind photography show on Hulu for Samsung and smashed our targets by 7x.
21.5
point lift in brand consideration.
13
point lift in camera perception.
In case you couldn’t tell from its five image sensors (including four on the back), Samsung takes mobile photography seriously. In fact, it’s the best on the market. But people didn’t necessarily know how much of a cut above Samsung’s camera tech was.
Most tech companies would’ve hosted a flashy event followed by feature-heavy ads. We put the product into the hands of creators, and made a TV show.
Enter ‘Exposure’, a first-of-its-kind TV show in which contestants compete for a quarter-million dollar photography contract.
Over the course of six episodes, eight creators participated in weekly challenges which stretched their skills to the brink.
Each episode involves two themed photo challenges, such as #ThrowbackThursday and "bodies in motion," that highlight features of the smartphone camera. The contestants are then judged by industry professionals including Inception cinematographer Wally Pfister and skate photographer Atiba Jefferson.
But we didn’t just create a TV show. The hours of footage were used as the canvas for a fully blown integrated marketing campaign with a whopping 300 assets running across social and digital channels, plus an out-of-home experience in Times Square.
“A guide for future branded content.” - The Hollywood Reporter