Nightography
Meaningful insights meet ground-breaking creative, leaving Samsung with a Vampire-themed love story that broke records for Gen Z views and reach.
THE CHALLENGE
Deeper target insights that went beyond “surface” level demographic stereotypes
Creative that could instantly attract Czech and Slovak Gen Z’ers – a notoriously diverse and experiential audience
Content that was meticulously crafted using the power of Samsung Galaxy S22 Ultra itself, proving the value of Nightography in low-light conditions
With the launch of the Galaxy S22 Ultra, Samsung Czech and Slovak regional teams deeply wanted to break through to the extra-savvy (and skeptical) Gen Z market.
Their immediate task was introducing the night-camera feature Nightography. But they wanted an expert agency to craft what Gen Z craves, with:
THE SOLUTION
Our research and strategy teams unlocked the insight that would turn into a catalogue of relevant content: for Gen Z, a camera’s pinnacle value is in making self-expression come to life.
Using our cross-functional “blender” approach, our teams emphatically agreed on the central focus: it had to connect the product benefit (Nightography's capacity to take stunning photos) to that incomparable feeling of empowerment and authentic self-expression — day or night.
The concept that emerged was of a lonely vampire named Vlad—
a friendly, quirky guy simply looking for love. But alas, Vlad’s poor-quality dating profile photos make him seem dark and sinister; the stereotype of every vampire that came before him.
Everything changes when Vlad gets a Samsung S22 Ultra, allowing him to take nighttime selfies that show his REAL and loveable personality.
Sure, in the end, Vlad gets the girl (who doesn’t love a good love story?). But much more importantly, Nightography liberates Vlad, enabling him to fully express himself the way he always wanted.
To make this form of expression come to life, we didn’t stop at concept. We painstakingly communicated and planned every aspect of the production: choosing stunning gothic locations in Prague, finding creative ways to use the Galaxy S22 Ultra as a dynamic camera, and selecting a Gen Z director to amplify Samsung’s PR campaign.
crave-worthy
results
The video “Nightography” broke all-time records on Samsung Česko a Slovensko’s YouTube channel within just one week of release. Beyond their engagement ROI dreams, Samsung got 10x the reach with 270,000 views, and additional publicity in high-traffic Gen Z digital spaces.
Samsung’s Korean HQ has hailed the campaign and its central, hero video as a best practice in storytelling. The company now uses it as a global reference for resonating with target audiences.
270,000
VIEWS
HERO VIDEO
10X
REACH
REGIONAL CAMPAIGN
Global Recognition
PRODUCT MARKETING APPROACH
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