Run Riot was tasked with the creative for a branding spot for Samsung's SmartThings product line. We worked with copywriter Olivia Abtahi who conceptualized three ideas including a split screen approach that would show off diverse user experiences that are possible with the product. The final concept "SmartSplit" was used across multiple platforms including the website landing page, social media and even Samsung's video screen in Times Square.
"So many product commercials feature a type A white male using the device in a pretty unimaginative way. I flipped this approach on its head and decided to write a very non-traditional user. At the same time." - Olivia