Drop in with Samsung
Jake Erland’s latest spot was shot in-house through Iris/CYLNDR.
Tuhon is a word that Samsung live by. It has no direct translation but is expressed as having guts.
This project, directed by passionate skateboarder and OB42 director Jake Erland, is about inspiring Gen Z to capture the guts to try skateboarding. The guts to break rules, boundaries, norms and have unapologetic fun.
The creator-led campaign produced by Iris, alongside Samsung and Skateboard GB, aims to empower a UK Gen Z audience to demonstrate the guts to try skateboarding ahead of the Paris Olympics 2024.
The campaign brings together leading British talent and the most exciting skateboarders on the UK scene, including World Champion, Sky Brown with talented and influential skateboarders Jordan Thackeray, Stefani Nurding, Rianne Evans, Ashley Mercer and Alex DeCunha.
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