SamsungHuman Nature

Samsung’s global “Do What You Can’t” campaign debuted with a spot in March 2017 – but the company still had work to do to overcome a widespread perception that the company was “foreign" and "techy” in the majority of global markets.

To showcase how Samsung products inspire real people to Do What they Can’t, we told the story of how all humans are born to do the impossible – from when we first learn to walk or ride a bike to when we’re inspired to reinvent ourselves as adults.

This film was run as a :60 spot by many markets, including the US, as part of broadcast coverage of the 2018 Winter Olympics.

VP, Global Account Director
February, 2018

The long-form brand film, which debuted globally during Samsung’s S9 Unpacked event.