Director X inspires up-and-coming Canadian talent to create music videos on the Samsung Galaxy Note10+

Samsung Electronics Canada has announced a new content partnership with prolific Canadian artist, director and creator, Director X. Dubbed #PowerUp, the campaign arms some of Canada’s top up-and-coming talent with the new Galaxy Note10+, challenging them to create memorable and impactful music videos with Samsung’s latest mobile innovation.

Launched in September in partnership with Twitter and so.da, the #PowerUp campaign gives a behind-the-scenes look of three up-and-coming directors as they are mentored by Director X. Julien Christian Lutz – Director X – handpicked each director from his production company, Popp Rok, and partnered them with local musicians to bring their vision to life. At the end of the #PowerUp series, each director will have created a music video on the Galaxy Note10+.

“Not only is Director X one of Canada’s most recognizable artists, he is a leader and mentor within his community. He embodies our brand and provides the cultural credibility to demonstrate the power of our devices,” said David Allard, Chief Marketing Officer, Samsung Electronics Canada. “Samsung prides itself on celebrating creativity and raising next generation talent, which made Director X the ideal partner for this project.”

Samsung’s latest line of premium smartphones, the Galaxy Note10 and Galaxy Note10+, combines elegant design with powerful performance and productivity. Inspired by a generation that moves seamlessly between work and life, the Galaxy Note10 series gives users the freedom to work the way they want and showcase their creative spirit. For years, the Galaxy Note series has helped millions of loyal users around the world pursue their passions and achieve their goals, and with the Galaxy Note10, Samsung is helping users do more of what they love.

“I’m excited for this project. My team and I love to be the first to use new technology and try new things,” said Director X. “Having the Popp Rok team direct their music videos on the Galaxy Note10+ is helping them blaze new trails. I’m hyped to share the #PowerUp videos!”

The following Popp Rok directors have been hand-selected for the #PowerUp campaign:

  • Justin Abernethy
  • Justin Singer
  • Kat Webber


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