Our mission was to gain category leadership in the mirrorless camera market. We wanted to position the NX100 as "A Creative Tool for the Creative Class." The NX100 inspires creativity by collaborating with the world's top creative influencer, indie rock band OK Go, on their next innovative music video for their latest single "Last Leaf", this time shot with the NX100.

Our "creative class" target audience seek out the latest and greatest work of others. They are anticipating what buzz-making ideas are coming up next.The NX100 inspires creativity by collaborating with the world's top creative influencers on their next groundbreaking projects.

The NX100 campaign wasn't just your ordinary marketing campaign. It was about collaboration and co-creation of great ideas, which resulted in positive results for the Samsung brand.Music Video and 5 Episodes:Views on Youtube & Myspace: 974,275.PR & News released: 1,400,000.Countless SNSs shares, and still counting...All without any media buy support.