What A Snooze
Samsung · We Are Social · 2022 · Role: Executive Creative Director
The global launch of the Galaxy Watch5, built around sleep, and the late-night scrolling that wrecks it.
How do you launch a smartwatch by making people yawn?
Samsung asked for a Galaxy Watch5 launch people would remember, talk about and join in on. Late-night doomscrolling is one of the biggest reasons people sleep badly. So we started with the bad habit.
The idea
We teamed up with sleep creators and influencers to launch a TikTok filter built to make you yawn on camera: the #DidYouYawn challenge.
Yawning is contagious, so the filter got people noticing just how tired they were, staring at their phones late at night.
Then came the fix: the Galaxy Watch5’s detailed sleep tracking, showing people how well they actually recover each night so they could finally get some proper rest.
What I did
Worked with strategy to find the starting point: the late-night scrolling that ruins sleep.
Pitched and sold the idea to Samsung leadership.
Led the creative team day to day through filter design and video production.
Worked closely with sleep creators, influencers and production partners for the global rollout.
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