Conceptualist / Associate Creative Director


SAMSUNG Maestros Academy


How can a technology leader gain the trust of the world's least digital companies?

Samsung was big with the young generation, but Italian artisanal craftsman didn't necessarily see it as a valuable partner for their business.

To shift their perception, we tackled the greatest challenge those traditional businesses were facing: the generational turnover. Young generations weren't interested in learning those crafts, letting them peril one after the other.

So, we created Samsung Maestros Academy: the first digital conservatory teaching ancient crafts to young audiences, through the formats and the devices they loved the most.

This experiment showed Italian most prestigious craftsmen how much they could benefit from Samsung professional solutions and converted many of them in happy customers.

Back to the project

Alice Jasmine Crippa