As editor on the Mous S26 campaign, I was responsible for cutting raw selects from an extreme unboxing shoot into short-form content for both organic and paid channels, with full creative autonomy over structure, pacing and format.

The campaign’s standout creative contribution was the introduction of an “accident hook” as a pattern interrupt, creating unique hooks. In one execution, the phone packaging is accidentally dropped off the side of a bridge mid-unboxing; in another, the talent catches their foot climbing over the bridge railing before a base jump. These moments of imperfection created an immediate, instinctive grab and generated the two most viral reels of the campaign.

The content attracted organic engagement from Samsung’s Netherlands social account, commenting directly on the posts. The campaign has so far reached 42m+ views across Instagram, TikTok and YouTube Shorts organically.

Aside from the bridge stunt, I produced a number of similar hooks for paid ads using footage from a phone throw stunt outside of the Samsung store itself.