Samsung and tms created MSCHF around the new Galaxy Ring during NYFW
Opportunity
To support the launch of its first wearable technology, Samsung partnered with tms to introduce the Samsung Galaxy Ring to the premium accessory market via a fashion-forward launch during New York Fashion Week. Samsung tasked tms with identifying non-conformist partnerships that would bring authenticity to a campaign and resonate with fashionistas of all ages, especially Gen-Z.
Approach
As the first ring Samsung has introduced to the market, the Samsung Galaxy Ring needed to be positioned as sleek, stylish, and innovative to break through the noise in wearables. tms searched for brands known for their out-of-the-box approach to design and marketing, seeking a partnership that would mesh Samsung Galaxy’s latest technology with creative artistry to elevate the Galaxy Ring in pop culture.
Exploring brands with cultural movement moments and alignment to New York City, fashion, and technology, tms determined the best brand partnership opportunities for Samsung during NYFW.
Outcome
tms brokered a partnership between Samsung and MSCHF, a Brooklyn-based art collective known for its never-do-the-same-twice approach to fashion. The alignment of these two risk-taking brands presented the perfect opportunity to unveil the ring in an elevated and fashionable atmosphere. The campaign marks MSCHF’s first-ever collaboration, making this a rare chance to harness MSCHF’s unique approach in fashion to elevate the Galaxy Ring in pop culture.
To promote the Samsung Galaxy Ring as a sleek premium accessory and raise awareness for the product in pop culture, Hypebeast and tms created a high style lookbook featuring MSCHF’s custom packaging which they created for the ring and Z Flip6, modeled by the fashion influencers and artist Honey Balenciaga. tms also produced a behind-the-scenes video featuring Honey Balenciaga as she brought us onto set, showing viewers how the Galaxy Ring caters to her on-the-go, fashion-centric lifestyle.
The overall creative direction presented the Samsung Galaxy Ring within the context of an editorialized setting inspired by the MSCHF Box, the brand’s iconic mystery box.
We’re excited to have partnered with MSCHF and Hypebeast on behalf of Samsung for this one-of-a-kind campaign to introduce the new Galaxy Ring – an innovative wearable that seamlessly blends technology with style. Our goal was to highlight how this device fits effortlessly into your daily routine, empowering you to reach your health goals while maintaining that chic, modern edge. It’s not just a ring; it’s a lifestyle upgrade.
Results
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