Some ideas refuse to die. #iCan’t was one of them.

Originally conceived for an entirely different brief, I pitched this idea at least five times before it finally found its moment: Apple’s 2025 Keynote.

The idea was to turn Apple’s biggest day of the year into an opportunity for Samsung by poking fun at its perceived lack of innovation. I developed the concept and designed exclusive #iCan’t tees for Samsung’s Team Galaxy Squad ambassadors, who helped bring the idea to life through creator-led content and social conversation.

What started as a single-day creator activation grew into something bigger when Samsung embraced the idea across its own social channels, amplifying the conversation well beyond the original initiative.

Five pitches later, I’d say it was worth the wait.