SAMSUNG x NINJAS IN PYJAMAS
ESPORTS CONTENT FOR A GLOBAL BRAND
Welcome to #Stockhome - helping Samsung's esports sponsorship feel real, raw and fan-first
THE BRIEF
To bring Samsung Nordics’ partnership with Ninjas In Pyjamas to life during their home CS:GO Major in Stockholm, AND THE NEW was brought on to create a content campaign that felt immersive, authentic, and grounded in the energy of the local esports scene. The result was #StockHOME — a social-first series designed to connect Samsung’s tech with fan culture in a way that felt true to the community.
Working with a compact, high-output crew, we captured multiple content pieces across Stockholm in the lead-up to the tournament. From a playful city tour that took viewers from the Samsung Experience Store to the doors of the iconic Avicii Arena, to a live giveaway activation inside the store itself, we delivered engaging, human-led content that positioned Samsung as more than a sponsor — it made them part of the story.
Quick-turn edits, behind-the-scenes energy, and creator-style storytelling made every asset feel native to the esports audience. We didn’t just film a tournament — we helped make Samsung a recognisable presence in a key cultural moment for fans and players alike.
We built a campaign that helped Samsung's esports sponsorship feel fan-first - real content, real people, and a real perspective where it mattered.
AND THE NEW, Shoreditch Exchange, Gorsuch Place, London, E2 8JF
