Connecting with Gen Z takes much more than being cool

It’s a simple and powerful premise, but one that’s packed with human-centric storytelling. And it seems to be working. One week after the video’s release, it broke records for Samsung’s Czech and Slovak Youtube platform and sparked deeper conversation across Gen Z audiences from the region.

Adding to the authenticity, star Director Matyaš Fára shot the entire video at night using only the Galaxy S22 Ultra. Fára is yet another advocate for Gen Z. His style uses Central European locations and current film techniques to their fullest, which can be seen in his past work for Škoda, Jägermeister, and Puma. For Samsung, he leveraged Milk & Honey Productions to seamlessly transition Nightography’s more melancholy scenes into moments that are bursting with life.

“Samsung had a clear vision for promoting its Nightography feature in a way that celebrates its Gen Z audience,” said Ryan Shaw, Global Director for Bad Apple. “Our creative idea put the product in the center of the story while also connecting to what makes this audience special. And Matyaš’ perspective as a young and successful Director brought the story to life in a fun, authentic way, because connecting with Gen Z audiences takes much more than ‘being cool’.