IN A NUTSHELL

Samsung Memory, a leader in the commoditized digital memory industry, wanted to build a relationship with end consumers. Through qualitative research, we learned that most consumers care very little about the detailed technical specs of their memory and really just wanted seamless experiences with their technology products. Our team created a new value proposition, built a consumer-facing website that shared some of the key benefits of Samsung Memory, and created a video campaign starring A crew of villains that humanize the pain points of tech. The Beach Ball, The Spinning Ball of Death or The Loading Ball, etc. No matter what you call it, we all hate when it shows up.