The challenge.

To launch the new Galaxy S II, Samsung's mission was
simply this – take on the world's most iconic smartphone. And win.

The game plan.

We needed to drive buzz, but we didn't have a big budget. So we called our secret weapon,  the most viewed film-maker of our generation: YouTube superstar Freddle Wong.Freddie created "Gamer Commute", a fantastical interpretation of a commute to work through the eyes of a video gamer. We featured the video on Freddie's YouTube channel and Samsung's SII product website. The result? The video was an unprecedented success, earning over 12 million views in the first two weeks alone. Game on.