A phone is only as powerful as its owner

Samsung’s products were touted as ‘The Next Big Thing,’ but rarely did the distinction extend to their owners. In the instance one was featured, it was typically a high-profile celebrity like LeBron James or JAY Z. With this in mind, we decided it was time to turn a spotlight on some of the amazing, real-life people who embody the brand through their independent spirit and willingness to break the rules. 

At 6’7”, Fabrice Calmels was told he was too tall for ballet, and now serves as a principal dancer with the world-famous Joffrey Ballet. Michelle Waterson helps defy expectations of what a mother should be as the world’s #1 Atomweight M.M.A. fighter. And as leader of the band Western Bells, Sarah Ellquist DeBlanke is breaking into the music industry on her own terms. Throughout, we showed that breakthrough devices demand breakthrough owners.


Rosetta, Los Angeles




Concept Development, Creative Direction, Art Direction