SAMSUNG GALAXY BOOK LAUNCH
A 2-in-1 PC, launched with a 2-in-1 person.
A tablet for creative output, a laptop for running the business. We launched Samsung’s first Windows 2-in-1 PC with a Forbes panel featuring Lil Yacthy, a 19-year-old phenom who excelled at both.
THE CHALLENGE
Hardware drops are formulaic and forgettable. Samsung’s first Windows 2-in-1 PC didn’t need a launch event. It needed a cultural moment, something people would actually show up for.
WHERE I CAME IN
Found the human version of the product. At 19, Lil Yachty was both halves of the machine: a music phenom with viral SoundCloud tracks, and an entrepreneur who'd turned them into a $13 million endorsement business with Sprite, Target, and Nautica. Creative output and business plan in one person. Brought in Forbes to prove the business half was real. A "Stop At Nothing" panel moderated by Forbes' Steve Bertoni, with Yachty alongside APL founders Ryan and Adam Goldston and Players' Tribune's Jaymee Messler. Without Forbes it's a brand event with a rapper. With Forbes it's a legitimate conversation about how creative work becomes a company, and the argument for the product lands without anyone making it. Gave fans the room. Yachty performed and talked through his process, so an audience who came for the music left understanding how he built the business. Alongside it, a branded content piece of him using the Galaxy Book in the studio.
ROLE
Executive Creative Director,
Concept Development, Experiential Event Design,
Activation Oversight
CLIENT: Samsung
AGENCY: UEG
IMPACT
Press in VIBE and Coveteur, later picked up by Hypebeast
Repositioned Galaxy Book as a creator's tool rather than a spec comparison
