Samsung hired us to create a fun and original experience for its online audiences in the Middle East. Mattar Bin Lahej, the Emirati painter, photographer and sculptor, famous for his larger than life sculptures, was involved in the project at the earliest stages and became an actor on this occasion. Focusing on Arab creativity, the brand message was to show how the artist was using the smartphone to sketch ideas before implementing them. The video also shows a conversation between the sculptor and Nayla Al Khaja, as a filmmaker, as they share opinions about Arab creativity. This fast-paced youth-oriented video quickly became a Hit on YouTube, getting over 700,000 views in just one week.