Case study — Product Launch Campaign
A house-party launch campaign for the Galaxy S25 and its new Gemini AI integration, fronted by Anaïs Gallagher, Liam Gallagher and Molly Moorish-Gallagher — edited, scored and finished entirely solo.
Samsung S25
Role
Editor, sound design, motion graphics
Deliverables
Hero edits for collab posts with talent
Channels
Meta, TikTok
The Brief
Show the phone off the way friends actually would
The Galaxy S25 launch needed to feel like a house party, not a product demo — Anaïs, Lennon and Molly Gallagher hosting friends, with the phone's features and its new Gemini AI integration surfacing naturally through the night rather than being pitched at the camera.
Each of the three fronted their own collaboration post, and all three were also carried on the main Samsung UK Instagram and TikTok accounts — meaning the same footage had to work as a personal, first-person post and as polished brand content, at the same time.
The Approach
Built from scratch, not assembled
This wasn't a pass over existing footage — every video was edited from the ground up, with a distinct art direction built specifically for the campaign.
01
Grime-style overlays
Raw, textured overlay treatments pulled the edit away from typical tech-launch polish and gave it a rougher, culturally specific identity in keeping with the talent.
02
Motion graphics as branding
Custom animated typography and UI callouts carried the Samsung and Gemini AI branding through the edit, built and animated from scratch rather than templated.
03
Sound built to match
A full custom sound design pass — mix, SFX and music editing — tying the party's energy to the feature reveals in the cut.
The Work
From the edit and the shoot
A mix of finished frames from the three campaign films and stills captured on the shoot day. Each film was built to carry a personal, first-person collaboration post and a main-brand-account post at once.