As the #1 home appliance brand for consumers, Samsung was in a unique position to disrupt the home building industry. 36% of homebuyers aren’t who you think they are. They’re millennials—a generation that’s grown up with connectivity in their pockets, on their walls, on their wrists. And they are the largest home buying demographic in the U.S.

To do so, we needed to introduce builders to the immense opportunity available—through a thought-provoking campaign that showcased this opportunity with bold statistics. Awareness activities through social and digital channels, targeted ads in industry publications and powerful sales materials helped ask the question “Are you ready” for a more connected future?

Role: Sr. Art Director—Concept, Design