Samsung Canada needed short-form content for the launch of the Galaxy Z Fold8 Ultra that felt natural on social feeds and not like an ad. The brief called for real places and real moments across the Greater Toronto Area.
I planned and filmed the campaign around the GTA, working to Samsung’s brief and approvals. Every scene was framed vertically for Instagram Reels and cross-posted to TikTok, so one shoot served both platforms. The cuts were built to hold attention from the first second, with the product shown in use and not on a pedestal.
Samsung received four finished Reels for its channels.
