Flash Sucks

Have you ever looked back at photos from an awesome night out and thought – what a shit photo? What a blurry, overexposed mess that in no way reflects the magical chaos that was Beefa 2K16? Fortunately, instead of that horrible flash, the Samsung A-series camera uses AI Light Boost to capture night photos in all their detailed glory, which meant we could finally admit that FLASH SUCKS.

We also created some OOH. Not only did we pay a professional photographer to take the world’s worst photos, we blew them up and plastered them on 48 sheets around cities, including Piccadilly Circus.

To extend the campaign, we worked with Youtube stars Nella Rose and Max Balegde to create a range of Unflashable 'Fits that couldn't be photographed with flash. Only with the Galaxy A54 and its light boosting tech could their outfits be captured in all their sparkly glory.

Film directed by Jake Dypka. Photography by Tom Van Shelven.
Credit: Creative Director.

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