Magna Carta Holy Grail

Samsung partnered with Jay-Z to launch his (then) latest album, free, to 1 million fans via the Magna Carta Holy Grail app. While you waited on the album to release, the app gave you access to studio photography, behind-the-scenes footage of Jay's creative process, and redacted lyrics to every song on the album. Sharing the lyrics un-redacted them, giving you the chance to know the songs before anyone had ever heard them. To announce the app & album, we bought a ton of media in NYC – including as much billboard time as we could afford in Times Square.