Singer-songwriter, actor and producer, Sabrina Carpenter, has partnered with Samsung to surprise three pairs of super fans with an original song and music video, and a Galaxy gift inspired by a story that defines their friendship.
Created by socially-led creative agency We Are Social Australia and directed by Gia Coppola, each short film brings the holidays to life on the star’s social channels to demonstrate that ‘Holidays open up with Galaxy.’
The newest member of Samsung’s global influencer program #TeamGalaxy, Carpenter wrote each song using a story from her fans’ lives as inspiration alongside her producer and co-writer Leroy Clampitt, as well as co-writer Skyler Stonestreet. Each fan’s story was then matched with a Galaxy gift emblematic of their relationship –Galaxy Z Flip3, Galaxy Watch4 and Galaxy Buds2 – to inspire further Holiday gifting between friends.
The Long-Distance Diners reunites best friends Lee and Sofia for the first time in two years. Living 400 miles apart in Sweden, Lee and Sofia find comfort in one another’s company over hours spent dining together on video calls, phones propped up and balancing against household objects.
In Dancing In The Dugout, former softball teammates Erin and Ari return to the field where they forged their close friendship. The song is a celebration of the confidence these ‘buds’ have instilled in one another to dance together like no one’s watching.
Panic! In The Treehouse recalls a close encounter shared by sisters Annie and Jamie. Reunited for the first time since leaving for college, older sister Jamie gives Annie a song from the heart – and a gift capable of watching over it too.
Edu Pou, executive creative director at We Are Social Australia, said, “We found a creative partner in Sabrina, she’s eager to celebrate the lives of her fans and share the spirit of gifting between friends. These are real stories, turned into incredibly rich songs with an artist’s genuine creative team, brought to life with industry-best creatives and gifted back to the fans, who’ve generously shared their authentic, emotional responses with us.”
Sabrina Carpenter says: “My fans have been so supportive of me for so long. Being able to deliver gifts to them through music was a dream and partnering with Samsung allowed me to give the best holiday gift of all-time. The songwriting process was also very fun because I’m usually pulling from my own life. It was amazing to be given the chance to tell someone else’s story.”
The campaign launches globally across Carpenter’s and Samsung’s social channels.
CLIENT: SAMSUNG ELECTRONICS
Digital Marketing Group: David Moon, Lea Kim and Jenny Junghee Yoo
AGENCY: WE ARE SOCIAL AUSTRALIA
Executive Creative Director: Edu Pou
Creative Partner: Bob Mackintosh
Copywriter: Nicholas Carolan
Art Director: Dean Mathers
Executive Producer: Thea Carone
Strategist: Jarryd Patel
Client Services Director: Kelly Spence
Senior Account Director: Hilary Jacobs and Nathan Higgins
Senior Account Manager: Polina Patroucheva
PRODUCTION: THE DIRECTORS BUREAU
Director: Gia Coppola
Edit and post: Arc Edit
Sound design: Song Zu
Source: We Are Social