Using phones to start cultural conversations

O2 wanted to launch Samsung's latest devices without making another phone review.

Instead of focusing on specs and unboxing videos, the idea was to show what the phones made possible by putting them in the hands of people already shaping culture.

So good they kept coming back

The first film followed Ayishat Akanbi through a day in her life as a stylist and cultural commentator.

A split-screen format echoed the nostalgic design of the Samsung Z Flip, turning the phone itself into part of the storytelling.

The campaign struck a chord, leading O2 and Samsung to bring the format back for future launches.

That included giving Jane Douglas early access to Xbox Game Pass through her phone, and reimagining Monet's Woman with a Parasol with Drag Race star Tia Kofi, created using the Samsung Galaxy S20 FE.