Agency: Digitas | Client: Samsung

Role: Concept & Art Direction

To launch the new Galaxy S II, Samsung's mission was simply this-how do you take on the world's most iconic smartphone? And win?

The smartphone marketplace is maniacally competitive. So we focused on two key Galaxy SII differentiators-its big, beautiful screen, and its amazing camera that shoots in real HD.

Then we called viral video superstar Freddle Wong.

The question was-if the Galaxy SII is so great, could he actually shoot with it? And would his fan base respond? His video, "Gamer Commute" was an instant viral smash.

Over 15 million views later, the answer was yes.