The new Samsung Galaxy S8 is the result of the ‘Do What You Can’t’ mind-set of Samsung’s designers and engineers, and incorporates a boundaryless infinity screen, an iris scanner and no home button. The brief was to develop an introduction campaign for the new Samsung S8 that brings this mind-set alive and engages the target audience: millennials.

We portrayed five Rulebreakers who in their own way embody the ‘Do What You Can’t’ mind-set. Through perseverance, self-awareness and drive, these Dutch celebrities – millennials – have made their mark and inspire other millennials to do the same: to follow their own path, and do what they can’t.

The Rulebreakers include an extreme kitesurfer whose life was brought to a grinding halt by cancer, a stutterer who’d always wanted to be a priest, a curvy girl who dreamed of being a top model, a boy who didn’t want to learn at school but taught himself to be a world-class breakdancer, and a shy, introverted girl who gathered 1M Instagram followers with self-portraits.

When watching these films, they have to feel not like portraits about the Rulebreakers, but rather self-portraits made by the Rulebreakers. In order to engage millennials and keep their attention on social media, we made these films as honest and pure as possible, applying three different style elements to tell a single story:

1. A hard-lit, pure and rough ‘interview’ setting, to make it even more credible and personal.

2. Footage shot on the Samsung Galaxy S8 to make it authentic, close to the main character and depict the context. Which barriers and rules did they have to break?

3. Cinematographic, abstract shots to create emotion and impact: the sacrifice, the struggle, the pain and, in the end, the glory.

The disruptive and impulsive editing style provides the films with extra emotional impact.