SAMSUNG | #WITHGALAXY

3 music videos, co-created with fans

People fear what they don’t understand. As anti-Asian hate surged during COVID, #withGalaxy and 88rising came together to celebrate Asian culture and roots. Fans shared their heritage with pride while co-creating three music videos.

NIKI | Split “Show me the two worlds you’re split between.”4.7M views

BIBI | The Weekend “Show your culture through style.” 32M views

Ylona | Don’t Go Changing “Show me your cultural roots.” 2.9M views

Role: ACD + Creative Lead Agency: R/GA

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Role: ACD (Art) + Creative Lead Olivia Simone: ACD (Copy) + Creative Lead Sasha Shor: ECD 88Rising: Music