Serving George P. Johnson and their client Samsung Electronics, I served as Executive Producer on a confidential marketing campaign forming part of a global, multi-platform product launch.
Inspired by a fantasy sci-fi football narrative, the campaign followed elite players attempting to defend the world from an alien invasion – blending sport, spectacle and cinematic storytelling.
In the early phase, enigmatic symbols appeared across multiple cities and media channels with no overt brand attribution, building intrigue and anticipation.
The reveal unfolded overnight: oversized “football meteorites,” marked with the same enigmatic symbols, appeared embedded in a football pitch in East London. At the same time, the symbols dominated digital screens in Times Square, New York, and were projected onto Sugarloaf Mountain in Rio de Janeiro.
The synchronised activation created immediate international impact, culminating in the public unveiling of Samsung’s new device to a primed global audience.
