The Problem

Samsung wanted a launch that would cut through a competitive smartphone market and establish Amazon Live as a credible real-time commerce platform in Europe. Amazon Live was untested in Europe so the campaign had to prove the platform's scalability while delivering results for one of the world's most watched product launches.

The Thinking

European consumers increasingly expect interactive, immersive shopping experiences. The insight was simple: the moment of discovery and the moment of purchase should be the same moment. Video-first content that merges storytelling, expert insight, and live social interaction, particularly for high-consideration tech, closes that gap faster than any static experience.

The Idea

Leverage Amazon Live to showcase the Galaxy S25 Ultra through three influencers, Moyo Ajibade, Gee Nelly, and Luke Norbury, blending live demonstrations with shoppable product carousels. One tap from curious to convinced, while the product was still being explored on screen.

My Role

Creative direction end-to-end: format strategy, live show identity, influencer briefs, shoppable UI, branded widgets, and promotional media. Designed the EU scalability framework that allowed the format to be adopted for subsequent Samsung launches, and picked up by Google and L'Oréal.

What This Proves

The platform is secondary. The human insight, knowing exactly when someone is ready to move from curious to convinced, is everything. Get that right and the format builds itself.

Tags

Product · Format Invention · Live Commerce · EU Scale · Go-to-Market · Integrated Campaigns

Credits

• Art Director: Nadeem Sheikh

• Art Director: Damiano Povoleri

• Solutions Manager: Chandni Soni

• Design Technologist: Billy Kwok

• Creative Director: Matthew Swan

• Video Production: Groovy Gekko