Samsung had created a fridge with a ground-breaking design, giving users highly flexible storage space. This meant that it was perfect for cooks wanting to work their magic in the kitchen without any limitations. So we created an online film about someone who was highly creative with food – Carl Warner, the famous food artist. The film was supported by social media that, initially, built anticipation for the campaign, and then gave viewers competitions and insights to engage with Warner's amazing world of food.