It seems like every other ad these days features a hand holding a phone. So when Samsung briefed us to promote their Upgrade Programme we made a radical decision – let’s not do that. Instead, we invited our audience to imagine what the next generation of devices might look like, by creating a series of eye-catching ads featuring hands holding nothing at all. It turns out that people’s imaginations are far more evocative than any picture of a black glass rectangle could possibly be.