Challenge

Launch the Galaxy S25 in a competitive smartphone market while proving Amazon Live could become a meaningful European platform for product discovery and commerce.

Insight

People don't necessarily want another specification sheet. They want to see a product being used, understand what makes it different and have the opportunity to interact.

Idea

Use live video to turn product discovery into participation. The Galaxy S25 Ultra launch combined influencer storytelling, live demonstrations, expert commentary, interactive chat and product carousels, allowing viewers to move between content and shopping without leaving the experience.

My Role

As creative director, I built the prototype with our technologists, developing it from a live-storefront component we'd created on an earlier project. We shared those learnings with the Amazon Live team internally, got the format sold in, and took it forward as the first iteration of Amazon Live in Europe.

I oversaw the launch end-to-end, selling the concept into Samsung, leading the client conversations on customer experience and building trust, and making sure the execution answered the original insight. I then ran the team through delivery, watched the live experience and reviewed the data.

The catch-up viewing turned out to be the most important part of the campaign most customers couldn't watch live, so we had to design a purchase journey that worked for people arriving after the fact. We kept stakeholders aligned around that shift and shared the learnings globally as a model other verticals and advertisers could use.

Impact

• 22.3K visitors on day one

• 20.2K new-to-store visitors

• 25.3K page views

• 52-second average dwell time

• +32% campaign sales influenced

The format was subsequently scaled across Europe for Samsung's next technology launch.

Creative Direction · Live Commerce · Experience Design · Technology · Campaign