The Brief
What we walked into.
Make a flagship device launch resonate beyond spec-sheet fans and tech press.
The Work
What we built.
Nova Sterling led a creator-first 'first 24 hours' format — unscripted reactions, real use-cases, and a myth-busting explainer that outperformed the official keynote clips.
How it came together
The process.
Beyond the spec sheet
Diagnosed that the launch was resonating with tech press but stalling with everyone else, and pivoted to real-use storytelling.
Creator-first format
Built a 'first 24 hours' structure with Nova Sterling — unscripted reactions, genuine use-cases, and a myth-busting explainer.
Out-perform the keynote
Released creator cuts in parallel with official assets, where the explainer outpaced the brand's own keynote clips.
Drive consideration
Retargeted high-save moments into a consideration play, converting curiosity into a measurable +22% lift.
The Numbers
Where the receipts live.
Our keynote told people what the device did. OthrWrld got people to show each other why it mattered — and that's the version that actually traveled.
Credits
- Client
- Samsung
- Creators
- Nova Sterling
- Shipped
- May 2025
