THE FUTURE OF BELONGING…
Partnership Social Content Series
Creative Director
THE FUTURE OF BELONGING
SERVED ON A PLATE CAPTURED WITH EDGE
Stats so far?
- 135k+ organic views
- Positive sentiment all round
- Proof that talent-led storytelling, when done right, lands brand in a way audiences actually care about
I pushed us to tap into this cultural shift, blending authenticity with product storytelling. The goal was clear, showcase Samsung’s cutting-edge AI and camera features in a genuine social setting, while positioning Three as the network that keeps those connections alive, because ‘Life Needs A Big Network.’
I discovered the Candid Club’s Kit and Jack, a duo who are at the start of building one of London’s best new superclubs. We planned to follow them in the build-up and delivery of a one off special event, themed ‘ The Future Of Belonging’.
Over the evening, Kit and Jack put the Samsung S25 Edge through its paces. From finding the venue and planning menus to coordinating guests, socialising in style, and sparking conversations, the S25 Edge’s AI tools and Three’s 5G network made hosting effortless, capturing every moment in stunning clarity and sharing it instantly
With each creator capturing the night from their own perspective, we guaranteed a whole suite of amazing content to collaborate on, giving the campaign both reach and an authentic punch.
We created The Future of Belonging—a hero supper club designed to spark genuine connection.
After some careful insight seeking, I discovered Post-Covid, Gen Z and late millennials have been seeking more meaningful ways to spend their nights out. With the cost-of-living crisis in mind, they’re looking for experiences that deliver real value, where the money spent matches the richness of the experience.
Supper clubs fit that perfectly: intimate gatherings where people connect over food, conversation, and shared moments.
To boost the campaign and build a well-rounded content ecosystem, I brought together a line-up of stella creators from music, fashion, food, art, and tech—perfectly aligned with Samsung’s strategic audience approach.
The campaign landed exactly where we wanted it—authentic, culturally tuned, and full of energy.
The hero film blended human connection with tech-led storytelling, while the creator content showed the S25 Edge and Three’s network naturally fitting into people’s lives.
…but for me, the best bit about this brief is that it started as a small £30k “what can we do?” ask. With guidance and foresight, the team and I were able to identify a rich vein for creative content and upsell to our client and partners, turning that £30k into £200k and building a whole ecosystem that’s true to our brand and showcases the capability of the device.
I LOVE THE UPSELL.