When Samsung launched the Galaxy Note 10+, we didn't want to run a standard product ad.

We built Chase the Case - a social-first, Bandersnatch-style interactive game on Instagram Stories that let people experience the phone's features for themselves rather than just being told about them.

Users followed a mission to chase down a suitcase containing the Note 10+, navigating challenges using the phone's actual features and choosing their path via Instagram's native poll feature. This project was a hugely enjoyable one to lead on: I led the concept, wrote the script, built out the entire plot of the adventure, creative directed the shoot, and oversaw the edit and rollout. We built it across 20 original Instagram accounts and 50 Stories frames, including a bespoke AR filter built in-house.

It returned a 46% completion rate from first to final frame - meaning over four in ten people who engaged got a first-hand demo of the phone's new features.