Samsung Galaxy Book: Stop At Nothing Drop

A Launch Event That Felt Like a Cultural Moment

For the US launch of the Samsung Galaxy Book, we transformed Samsung 837—Samsung's flagship experiential venue in NYC's Meatpacking District—into a stage for young entrepreneurship and creativity. The centerpiece: a "Stop At Nothing" panel in partnership with Forbes, featuring Lil Yachty alongside APL founders Ryan and Adam Goldston and Players' Tribune's Jaymee Messler, moderated by Forbes' Steve Bertoni.

Why Yachty? At 19, he wasn't just a rapper—he was a case study in building a brand. Fresh off Forbes' 30 Under 30 list, he'd already turned viral SoundCloud tracks into a $13 million endorsement empire with Sprite, Target, and Nautica. The perfect voice for a panel about hustle, creativity, and doing more. After the conversation, he took the stage and performed for the Samsung 837 crowd—bringing the kind of energy usually reserved for smartphone launches to Samsung's first-ever Windows 2-in-1 PC.

Alongside the event, we produced a branded content piece showing Yachty using the Galaxy Book in the studio—bringing the product story to life through the lens of a creator actually making music with it.

Impact: The event positioned Galaxy Book not as a laptop, but as a tool for the next generation of creators and entrepreneurs and landed press from VIBE and Coveteur (later picked up by Hypebeast), with Yachty telling VIBE that the Galaxy Book “helps his creative juices flow”– the kind of organic integration you can’t script.

Role: Executive Creative Director, Concept Development