Holiday shopping in 2021 was different than previous years. Our task: Break through the holiday noise, reach gift givers and get Samsung on the top of their lists. With shoppers’ attitudes shifting towards more personalized giving, typical wrapping paper wouldn’t do. The best gifts need the best wrappers. And in this case, we went beyond pretty paper to find the best rappers.

These highly memorable, stylish spots blend Galaxy product features with consumer passions. Each one tells an authentic story behind the perfect Galaxy gift for a diverse set of recipients, complete with custom rap lyrics. We partnered with award-winning rappers, Future and Paloma Mami, to create five videos for digital and social media platforms.