To bring Samsung’s Secret Menu to life, we collaborated closely with iconic UK eateries—Bill’s, The Breakfast Club, Patty & Bun, and Pizza Pilgrims—to create exclusive, FOMO-inducing dishes available only to Samsung mobile users. We worked hand-in-hand with the restaurant partners, overseeing everything from concept development to final plating, ensuring each dish was as visually striking as it was delicious. We also produced high-end food shoots, capturing mouth-watering imagery that would drive excitement and social sharing. Beyond the visuals, we focused on making the experience seamless for diners. We problem-solved for an easy-to-use AR unlock system, allowing customers to scan a tabletop QR code with their Galaxy device to reveal the secret dish. Running nationwide, the campaign also showcased Samsung’s Scene Optimiser feature on the Galaxy S10—enhancing food photography and making every #SamsungSecretMenu dish instantly Instagram-worthy.