Samsung is continuing its partnership with the British Fashion Council with a series of six short films by creative agency Mother featuring Scottish designer Charles Jeffrey, who brings some recognizable Glaswegian humor to the ad.
The next stage in the ‘Samsung, but make it Fashion’ campaign, the films showcase the key features of the Galaxy S22 series.
Throughout the six spots, viewers see Jeffrey wearing his iconic colorful attire in his studio, delegating tasks, approving makeup looks and even conducting fashion shoots in the dark – with a big helping of tongue-in-cheek eccentricity.
The films are a completely collaborative effort between the Scot, Samsung and Mother, resulting in a project that will definitely raise a smile or two.
Jeffrey is known for his punk-inspired, gender-fluid designs, which often take inspiration from his Scottish heritage, with Vogue describing him as “the upholder of all that is human, creative and cheerful about British fashion.”
Paid social will primarily be used to amplify the campaign as Samsung continues to champion and support creators from across many different sectors, including English performer Yungblud, the London Community Gospel Choir, visual artist Aries Moross and singer-songwriter Samm Henshaw.