SAMSUNG WEARABLES
We brought the wearables to life with interactive filters, how-to videos, and dynamic animations. From promoting the Galaxy Watch’s sleep tracking with a fun yawn filter, to showcasing
the Watch and Buds in visually exciting ways, each piece was crafted to highlight their features in a fresh, engaging manner.
SOCIAL • ART DIRECTION
putting these gifs together made me yawn so many times
Yawning is highly contagious.
Ever caught a yawn while scrolling late at night—without realizing how tired you are? Enter the "Try not to Yawn Challenge" by Samsung Galaxy Watch5.
CHALLENGE
Late-night scrolling is one of the biggest culprits behind poor sleep, yet people rarely realize just how much it affects them. So, we turned the habit against itself.
THE IDEA
Partnering with influencers across markets, we introduced a filter designed to trigger yawns and trick tired brains into winding down. Their seeded videos challenged viewers to test the filter themselves, sparking a wave of content that proved just how sleep-deprived people really are.
A final wrap-up compilation led audiences to the ultimate fix: the Galaxy Watch5’s sleep tracking, helping them understand and improve their sleep patterns.
