Our idea is to make series of short ironic films about technologies that will change our lives — Chronicles of Paranoiac.

In every story Samsung gadgets are seamlessly placed within the content and become independent characters.

Episode 1. Cast Adrift — a story about an actor who, after a years long break, gets to perform again-to find out that his director is a blinking eye of a webcam, an AI with a mathematically precise view of the world. Episode 2. Hype It Up — ? dystopian world where the major currency is the number of Views and Likes received for non-stop video streaming. A financially struggling neurosurgeon is determined to capture the audience’s attention. To do that, he would have to take on absurd, even dangerous, roles Episode 3. Clonesome — the investigation of the world’s first crime committed by clones, out of love.

We places episodes on YouTube and Facebook and got more then 2,500,000 views, 20,000 shares and lots of mentions in the press.

Samsung Russia became No. 1 YouTube Brand by Subscribers, No. 1 YouTube Brand by Uploaded Video and the Fastest-Growing YouTube Channel in Russia (Source: Socialbakers reports, September & October 2016).

Millennials and generation Z turned out to be 60% of the channel audience by now (Source: YouTube Analytics).

What has happened to our society? We've become overly dependent on gadgets, social networks, games in augmented reality. A lot of absurd situations happen every day because of technology addiction.

Our film tells where it will lead us in the future.

Our strategy was to tell the millennials about the Samsung Galaxy S7 gadget line in a form of native advertising instead of using traditional marketing's technique.

Problem — millennials hate classical advertising formats. We need to make original content to grab their attention. The client wanted to form loyal attitude and reinforce trust of target audience, make average view time of the published content longer and create a viral project.