I’ve done a lot of work with Samsung over the years, and /make still stands out as one of my most rewarding professional experiences I’ve ever had. It was born out of a corporate innovation brief in a quest to build the future of the business in way that was both authentic to the brand and relevant to Gen Z.

We uncovered that 75% of Gen Zers aspire to be professional creators, but most don’t know how to take their craft and content to the next-level. The opportunity was ours for the taking, with the Galaxy cameras being as high-quality as any expensive DSR you could buy on the market. If you had an idea in your head, and a phone in your pocket, you were a creator- and we’d help you get to the next level.

The series we developed was called /make, a creator-driven content series showing how the greatest of a new generation of Makers use Samsung tools to create. We assembled a world-class, diverse group of influential creators with credibility and expertise in various mediums to teach you how to create professional-grade content using just your phone.The full-length episodes lived on YouTube and Dotcom, with digestible, shareable and savable content across all social channels, all year long.

The creators we selected worked with played an instrumental role in authentically breathing fresh life into our weekly videos, redefining what a product demonstration video could look like. We gathered social data in-between production each week, helping us understand what our target audience was trying to learn in real-time, guiding the following tutorial and creator selection.