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Introducing the world’s first smartwatch
The Samsung Galaxy Gear was the world's first ‘true’ smartwatch. We developed a pair of films tapping into the pop culture zeitgeist of smartwatches from sci-fi lore, heralding the arrival of this much-anticipated futuristic tech into the present.
The TV spots aired during the NFL playoffs, garnering more than 60 million views on YouTube in the first month, all without paid media support.
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My Role: Creative Director, Writer, Designer | Brand: Samsung | Agency: 72andSunny | Creative Director, Writer: Barton Corley | Executive Creative Director: Jason Norcross | Executive Producer: Nicole Haase | Production: Legacy Effects, Furlined, Epoch, The Mill | Director: Stuart Parr | Editorial: Arcade Edit, Paul Martinez
Working with Legacy Effects, each watch was created in painstaking physical detail, giving the watches a level of realism that fans around the world would notice.
© 2025 Travis Britton