This branded social project was created in partnership with Samsung to promote the Thom Browne x Samsung collaboration through organic, culturally relevant content. I developed the full creative strategy for the video, centering it around a recognizable internet meme format to make the luxury-tech collaboration feel approachable and native to social platforms.
For the execution, I recreated a popular meme of a man hanging up a flip phone in dissatisfaction. In my version, I cast the fashion director and styled him in a full Thom Browne suit, using the Thom Browne x Samsung flip phone as the focal prop. The contrast between high fashion styling and meme-driven humor allowed the content to feel premium while remaining shareable and authentic to social culture.
The final piece blended fashion, comedy, and product storytelling to drive organic engagement and highlight the collaboration in a way that felt natural to the platform rather than traditional advertising.
