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Samsung Mobile Turns Galaxy S24 Ultra Into a Music Video Camera
Samsung Mobile's "The first creator-led music video" is a 2024 Australian-led campaign produced by We Are Social Australia in which 25 members of the #TeamGalaxy creator collective filmed a crowd-sourced music video for multi-platinum pop artist Tate McRae's hit single "Think Later", captured entirely on the Galaxy S24 Ultra during her world tour dates across Barcelona, Madrid, and Lisbon.
Launched on 21 June 2024, according to Shorty Awards records, the campaign set out to close the distance between Gen Z audiences and the live music experiences they value most. Rather than staging a traditional product demonstration, Samsung Mobile repositioned the Galaxy S24 Ultra as the tool of creative participation — a device capable of making every concert-goer a storyteller, according to Accio. The campaign operated under the broader #TeamGalaxy platform, a Samsung creator-community initiative with deep roots in the Australian market through We Are Social's ongoing partnership with the brand, according to Adnews.
In Australia, where the campaign originated and was anchored strategically, the brief responded directly to a generation that consumes music through short-form video and measures proximity to artists through content access. The Galaxy S24 Ultra's Nightography Zoom and Galaxy AI features were placed at the centre of the creative proposition, demonstrated not through specification sheets but through the footage 25 real creators produced inside live concert arenas. Distribution ran across Instagram, TikTok, YouTube, Samsung's own social channels, and the individual channels of participating creators, as reported by Shorty Awards, maximising both reach and social proof simultaneously.
Samsung Mobile identified a specific tension in the Gen Z relationship with live music. Attending a concert is emotionally significant for this demographic, yet the footage fans capture on standard devices rarely reflects what they experienced — low-light performance, unstable zoom, and compressed colour flatten the memory. We Are Social Australia built the strategic rationale for this campaign around resolving that gap using Galaxy AI and the Galaxy S24 Ultra's Nightography Zoom capability, turning a known device limitation for the category into a Samsung differentiator, according to Creativebrief.
The global smartphone market reached 1.2388 billion units shipped in 2024, up from 1.1641 billion in 2023, according to IDC. Within that volume, the premium smartphone segment grew 8% year over year and accounted for 25% of global market share, according to Counterpoint Research — the tier in which the Galaxy S24 Ultra competes directly against Apple's iPhone 15 Pro Max and Google's Pixel 8 Pro. In Australia, where premium device adoption consistently tracks above broader Asia-Pacific averages, the case for demonstrating superiority in real creative conditions rather than controlled studio environments was commercially coherent.
Samsung's prior creator work with We Are Social in Australia — including the #VideoSnapChallenge TikTok activation in 2021, described by the agency as its most successful TikTok hashtag challenge to date according to Mumbrella, and the #ToTheMakers community program — had established the brand's credibility within creator culture. The 2024 campaign deepened that equity by elevating creators from contributors to co-directors of a commercially released music video, a structural shift that meaningfully distinguished the campaign from competitor influencer programmes that treat creators as distribution channels rather than creative partners.
Photographer and #TeamGalaxy member Marilyn Hue directed and edited the music video, serving as the creative anchor across filming in Barcelona, Madrid, and Lisbon during Tate McRae's world tour dates. Hue's role was not simply curatorial — she shaped a coherent visual language across footage contributed by 25 individual creators who each brought distinct shooting styles and perspectives to the same live events, as documented by We Are Social and confirmed through Shorty Awards credits.
The production team assembled by We Are Social Australia included Executive Creative Director Ben Clare, Art Director Laura Brown, Senior Copywriter Tom Bradbeer, Producer Pablo Marks, Strategic Planner Zach Rippon, Cinematographer Kyle Cordova, and Photographer Beth Saravo, according to production credits published by We Are Social. The breadth of that team reflects the logistical complexity of coordinating a multi-city, multi-creator shoot that had to function within the constraints of a live tour while producing footage of commercial broadcast quality.
Every frame in the final music video was captured on the Galaxy S24 Ultra, making the device both the production instrument and the product being demonstrated. The Nightography Zoom feature carried particular creative weight in this context — concert venues present some of the most demanding photographic conditions any consumer device faces, combining deep shadow, moving point-source lighting, and long distances between audience and performer. By deploying Galaxy AI processing across those real conditions rather than recreating them in post-production, the campaign generated visual evidence that served simultaneously as entertainment content and product proof. The COVID-19 pandemic had disrupted live music globally for years, and the cultural intensity that audiences now attach to concert experiences gave the footage an emotional charge that scripted alternatives could not replicate.
The campaign generated 3.6 million views in its first week across platforms, according to Shorty Awards reporting. Total views across platforms reached 30 million, also per Shorty Awards, alongside 200,000 social engagements across Samsung's channels. The YouTube asset alone accumulated approximately 1,055,964 views and 1,410 likes, according to campaign archive data cited by LBB Online. These figures position "The first creator-led music video" as one of the highest-performing creator-led brand campaigns in the Australian market in 2024, measured by organic social reach relative to production scale.
No verified third-party brand lift or sales attribution data for the Galaxy S24 Ultra campaign is publicly available. What the performance metrics do confirm is that the structural decision to distribute across creator channels in addition to Samsung's owned platforms materially amplified reach beyond what a single-channel release would have achieved. Each of the 25 #TeamGalaxy creators carried the content to their own audiences, effectively multiplying the campaign's distribution footprint without additional paid media investment. The crowd-sourced format also generated sustained engagement beyond launch week, as individual creators shared behind-the-scenes footage from Barcelona, Madrid, and Lisbon that extended the campaign's presence across Instagram and TikTok.
Clapboard rates this campaign 71 out of 100. The score reflects strong strategic coherence and genuine creative innovation in its use of the #TeamGalaxy collective as production infrastructure, with marks held back by limited evidence of sustained brand recall metrics and the inherent challenge of attributing commercial outcomes to a socially distributed creator activation.
Samsung Mobile's campaign is a crowd-sourced music video for Tate McRae's "Think Later", filmed entirely on the Galaxy S24 Ultra by 25 #TeamGalaxy creators across Barcelona, Madrid, and Lisbon in 2024. Directed by Marilyn Hue, it was produced by We Are Social Australia and distributed across Instagram, TikTok, YouTube, and Samsung's own social channels.
Marilyn Hue directed and edited the music video. A photographer and member of Samsung's #TeamGalaxy collective, Hue coordinated footage from 25 creators across three European cities during Tate McRae's world tour, shaping a unified visual language from material shot under live concert conditions using Galaxy S24 Ultra devices.
The campaign reached 3.6 million views in its first week, according to Shorty Awards. Total views across platforms reached 30 million, also per Shorty Awards, with 200,000 social engagements recorded across Samsung's channels. The YouTube asset alone accumulated approximately 1,055,964 views according to campaign archive data cited by LBB Online.
The Galaxy S24 Ultra's Nightography Zoom and Galaxy AI features were central to the campaign. Both capabilities were demonstrated under genuine live concert conditions in Barcelona, Madrid, and Lisbon rather than controlled environments, providing real-world visual evidence of the device's performance in demanding low-light, long-distance shooting scenarios.
#TeamGalaxy is Samsung's creator collective. For this campaign, 25 of its members were deployed as the production crew for a commercially released music video, filming Tate McRae's world tour entirely on Galaxy S24 Ultra devices. This elevated creators beyond typical influencer roles, making them active co-producers of a branded entertainment asset distributed globally.
Clapboard rates the Samsung "The first creator-led music video" campaign 71 out of 100. The score reflects strong strategic coherence and genuine creative innovation in using the #TeamGalaxy collective as production infrastructure, with marks held back by limited publicly available brand recall metrics and commercial attribution data.
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