Samsung S-Pay

Directed by Christina Wadsworth of Ghost Robot, this global campaign for Samsung Pay set a new standard for versatility and cultural inclusivity. Tasked with creating assets that resonated across diverse international markets, the production team meticulously crafted every detail—from casting and wardrobe to props and locations—ensuring sensitivity and relatability for audiences worldwide.

To bring the campaign to life, Wadsworth employed a dynamic forward-motion camera technique, creating a sense of energy and seamless progression that mirrored the speed and ease of Samsung Pay itself. This brisk narrative approach not only kept viewers engaged but also reflected the innovation and fluidity of the brand’s cutting-edge payment technology. The result was a cohesive suite of global assets that successfully bridged cultural nuances while delivering a universally compelling message about the future of effortless, secure transactions.