We didn’t invent toughness—we just copied it from the Thai spirit.

Samsung Galaxy A is tough but as a global brand
that wants to be in a local market, Just saying it’s tough might not do the job.

That’s why we decided to take a step back as a global brand and honor Thais, letting their toughness shine
(while still sell) with our idea

Role: Art directing, Ideating
Agency: Glow