Samsung makes great devices, but it’s the people that complete them. In this campaign, we start the new holiday season with a love ballad dedicated to humans. Coming from a fast beating chipset of a lonely lavender Flip phone, the song inspires the whole store to come to life and celebrate love between the device and the amazing human it wishes to be with this Christmas.

We wanted the film to be as emotional and dramatic, as sweet and cheesy, as teenage love. That’s why we chose the iconic ‘I Want It That Way’ to be the soundtrack for our heartwarming cyber rom-com.

The BSB fandom embraced the nostalgia and started sharing and discussing our film on social media.

We also created a miniseries of animated movie posters to drive to the main film:

We shot the film with the legends: Matthijs van Heijningen Jr. and Joost van Gelder. The song was living in my head rent-free for 3 months.

I worked on this project as a Copywriter at Wieden+Kennedy Amsterdam with Riccardo Rachello as an Art Director.