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Love In America 2025
Our Love Story to Humanity
№1
Tell us about love. Yes, you.
Love in America 2025 is part of our ongoing practice where we give space to our community and the stories that connect us to one another. This is our purpose and reason for being, to inspire global belonging by creating a living Love Story to Humanity. We’d love for you to join us.
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Samsung —
Pro2 Buds
Storytelling through the slant of sound
Samsung —
Pro2 Buds
Music is storytelling through sound. The people who create it are passionate about every nuance, every texture, every emotion, and want to deliver the best, most authentic experience of music to their audiences.
Introducing Samsung Pro2 Buds, headphones that connect seamlessly to life on the move, while respecting music as it was intended to be heard and felt. We partnered with Samsung to highlight the stories of 3 sound experts and music artists, bringing their vision to a full 360º sound experience through the Pro2 Buds.
The Ask
Create a film series for launch that profiled three sound artists, positioning the Pro2 Buds as the innovation that amplifies their approach to making music.
Premium quality, professional sound
Samsung’s Pro2 Buds enable artists and listeners to hear more and feel more through immersive hi-fi audio. Because you have to hear it to believe it, we leaned on storytelling to build an aspirational approach to bring the experience to life.
The Idea
Feature professionals who live and breathe music, sharing how the Pro2 Buds amplifies their sonic process and experience.
We found three influential music professionals, Jay Versace, Chris Gehringer, and Tony Maserati, for a 2-day shoot that utilized a cinematic studio set to leverage each artist’s unique setup, and an outdoor shoot to capture the textural sounds of the city — birds and wind in Central Park included.
We kept our team tight and nimble, moving from location to location, and grounded our work in an aesthetic vision that elevated a premium experience. But capturing that required us to be nimble and quick on our feet, including shooting while riding on a skateboard.
People > Product
Rather than focus on the features of the Pro2 Buds, we focused on the people who use them to make magic. Human stories are what bring products to life, and this approach leads to more compelling connections that stick with people, long after the film ends.
Big Love
Our films positioned Samsung to be as deeply invested in culture as they are in technology, transforming innovation into human progress.
Deepening connection
For us, this project was more than just a set of films about headphones.
It was about story finding, discovery, and highlighting important, diverse music professionals who are passionate about their craft — and the tools they use to deliver immersive sound experiences.
By the Numbers
Done
1 Big Apple
1 Skateboard
1 Praying Mantis
1 Gorgeeous Day in Central Park
Delivered
Raw Files for:
3x 60 sec film
1x 90 sec film
Our Roles
Narrative Storytelling
Brand Development & Design
Creative Production
- Production Planning
- Crew Sourcing & Management
- Location Scouting & Permitting
- Shoot Production
- Pre-Production & Logistics
Collaborators
Agency
∙ We Are Social
Director
∙ Matt Earl
Exececutive Producer
∙ Chrissy Lucas
Creative Producer
∙ Elle Poindexter
Project Manager
∙ Erin Leeman
Location Manager
∙ Tamara Weber
PA
∙ Ari Pichardo
∙ Prince Elder
∙ Gary Phillip
DP
∙ Adrian Nieto
1st AC
∙ Nicole Hansen
DIT
∙ Jesse Ray Diamond
Sound
∙ Eric Romary
Gaffer
∙ Jeremy Teran
2nd Electric
∙ Chris Violette
Key Grip
∙ Prannoy Jacob
2nd Grip
∙ Olivia Tyler
Art Director
∙ Colton Paquette
Prop Master
∙ Derek Hill
Art PA
∙ Allyson De Las Cuevas
Stylist
∙ Todd Johnson
Let’s work
together
Our Love Story is a quarterly newsletter, exploring people, love, and story.