The “Make” Series
Positioning Samsung as the creative tool of choice for Gen Z.
The Challenge
Samsung was competing with Apple for the next generation of mobile users.
Gen Z didn’t respond to feature-led advertising.
They responded to creators.
The opportunity wasn’t product marketing.
It was cultural positioning.
The Approach
We developed the “Make” Series — a docu-style content platform built around real creators using Samsung Galaxy devices as creative tools.
The shift:
• From product specs → to creative empowerment
• From scripted ads → to creator-led storytelling
• From brand messaging → to cultural participation
Featuring voices like Issa Rae and Nigel Sylvester, the series explored process, identity, and expression — with the device integrated naturally inside real creative workflows.
What We Built
A Creator-Led Content Platform
Long-form YouTube storytelling designed for authenticity, not interruption.
A Cultural Positioning Shift
Samsung as enabler of creativity — not just a technology brand.
A Scalable Series Framework
A repeatable format that could evolve across creators and global markets.
The Impact
• Increased relevance among Gen Z creators
• Strengthened perception of Samsung as a creativity-first brand
• Deep engagement across YouTube’s global audience
The “Make” Series positioned Samsung Galaxy not as a device — but as a creative partner.
