Samsung ‘NO BAD SEATS’ Technology Samsung Australia
The Brief
In a world of filtered influencer content and spec-driven marketing, Gen Z isn’t buying it. They want proof, not promises. So when Samsung launched the Galaxy S24 Ultra, the goal was clear: show, don’t tell, why this camera belongs in their pocket.
OUR INSIGHT
For Gen Z, concerts are defining moments. They don’t just want to attend, they want to relive, repost and remember. But the footage never delivers. Traditional phone cameras fail in low light, from a distance, or in the frenzy of a live crowd. The result? Blurry, grainy, forgettable. We saw an opportunity to fix a real pain point in Gen Z’s lives, and prove that the S24 Ultra can turn any seat into a front-row experience.
The IDEA
We threw the Galaxy S24 Ultra into the deep end. No VIP access. No perfect angles. Just the worst seats in the house – on purpose! And we let the phone do the talking.
Across Tate McRae’s European tour, 25 content creators were given nosebleed tickets and a challenge: make jaw-dropping content using nothing but the S24 Ultra. No favours. No filters. Just real concert chaos and a camera built to handle it.
In Lisbon, Madrid and Barcelona, over 1,600 hours of content were captured on 40+ S24 devices. We turned every seat into a shoot location, and proved that with the right tech, there are no bad ones.
The content lived in three parts. First, a crowd-sourced music video for Tate McRae’s hit Think Later, directed by Marilyn Hue and shot entirely on the S24 Ultra from the audience’s POV. Then, creator-led travel vlogs showcasing the device in real time. And finally, Samsung’s own Instagram edits focused on standout features like ultra zoom and nightography, proving the phone’s power in the moments that matter most.
