Our client Samsung was launching the new Galaxy S24, and Circle to Search was chosen as

the hero feature to highlight. Powered by AI, it enables you to Google anything on your phone simply by circling it.

Our task was to do something big before it was released. Something to build intrigue, generate buzz and give the world a sneak preview of the discoveries that laid in store.

Doctor Strange is the master of the most powerful circle in every universe.

Except our universe. Because over here, Samsung has introduced a new kind of circle in the

new Galaxy S24 that's redefined what a circle can do – completely changing the way we humans search.

One week before we launched it, we invited Doctor Strange to a surprise demo in the world's most famous circle of all. The Sphere.

Instead of opening portals, his circles opened searches. And as expected, he wasn't used to it. But soon he realized that our new circle allowed him to discover the world around him like never before. Landmarks, architecture, supercars – once he got the hang of it, he couldn't stop!

This gave the world a glimpse of the power of Circle to Search, and got everyone hyped for the launch of the Galaxy S24.

We were introducing not just a new feature, but a new behaviour.

A completely new way to search.

And we wanted it to be instantly iconic.

So we decided to leverage Doctor Strange and his famous circular gestures. By showing him

using his circles to search instead of opening portals, we were able to give the world a reference for how Circle to Search works that's easy to understand and truly memorable.

Plus, this allowed us to tap into global Marvel fandom (100+ million fans on Instagram alone), leveraging their fanatic following to drive hype for Circle to Search and Galaxy S24, while giving one of their most beloved superheroes free airtime on the world's most viral media space in return.

Doctor Strange is the master of the most powerful circle in every universe.

Except our universe. Because over here, Samsung has introduced a new kind of circle in the

new Galaxy S24 that's redefined what a circle can do – completely changing the way we humans search.

One week before we launched it, we invited Doctor Strange to a surprise demo in the world's most famous circle of all. The Sphere.

Instead of opening portals, his circles opened searches. And as expected, he wasn't used to it. But soon he realized that our new circle allowed him to discover the world around him like never before. Landmarks, architecture, supercars – once he got the hang of it, he couldn't stop!

This gave the world a glimpse of the power of Circle to Search, and got everyone hyped for the launch of the Galaxy S24.

We filmed this and shared it on YouTube and Instagram,

garnering 52 million views in just over 1 week.

410 thousand people liked, shared or commented on it.

It was featured in 815 articles across global media

from Bloomberg to CNBC to The Times of India.

Most importantly, 5.33 million Galaxy S24 users started

using Circle to Search, establishing a brand new way to search

in our world and kickstarting a new era of possibilities powered by Galaxy AI.