Find Your Tribe
Overview
The launch of the Samsung S22 model was fast approaching, with one of its standout features being the advanced low-light camera capability. Our challenge was clear: engage Gen Z—the most marketed-to yet misunderstood generation—in a way that felt authentic, dynamic, and aligned with their desire for connection. We dug deep to create something that didn’t just advertise, but resonated.
Our approach was grounded in a key insight gained through close collaboration with Samsung’s Gen Z team: this generation craves authentic connections and wants to feel part of a community without being rigidly labelled. With this in mind, we designed a short and intuitive quiz that allowed participants to find their "tribe" based on shared preferences and personalities.
We opted for vibrant, youthful visuals that lean heavily into colour and contrast, and used imagery of natural elements—air, earth, fire, water—to allow users to self-identify with their tribe. The interface was sleek and intuitive, designed for a fast, seamless journey that guides users through the tribe-matching process in just a few taps. This was a digital experience that would set the stage for an IRL experience: stepping into the low-light lab.
Upon entering the lab, users were greeted by a personalised LED light show inspired by their tribe, where they could take selfies and see the low-light capability in action.
Overview
The launch of the Samsung S22 model was fast approaching, with one of its standout features being the advanced low-light camera capability. Our challenge was clear: engage Gen Z—the most marketed-to yet misunderstood generation—in a way that felt authentic, dynamic, and aligned with their desire for connection. We dug deep to create something that didn’t just advertise, but resonated.
Our approach was grounded in a key insight gained through close collaboration with Samsung’s Gen Z team: this generation craves authentic connections and wants to feel part of a community without being rigidly labelled. With this in mind, we designed a short and intuitive quiz that allowed participants to find their "tribe" based on shared preferences and personalities.
We opted for vibrant, youthful visuals that lean heavily into colour and contrast, and used imagery of natural elements—air, earth, fire, water—to allow users to self-identify with their tribe. The interface was sleek and intuitive, designed for a fast, seamless journey that guides users through the tribe-matching process in just a few taps. This was a digital experience that would set the stage for an IRL experience: stepping into the low-light lab.
Upon entering the lab, users were greeted by a personalised LED light show inspired by their tribe, where they could take selfies and see the low-light capability in action.
