Samsung Powers Creativity as the Technology Partner of NBC’s ‘On Brand with Jimmy Fallon’

Creativity took center stage during the inaugural season of NBC’s marketing competition series On Brand with Jimmy Fallon, and Samsung was there powering every moment. Samsung provided a connected ecosystem of displays, monitors, smart TVs and Galaxy mobile devices that helped contestants imagine, collaborate and pitch their way to the season finale on October 31.

Hosted and executive produced by Jimmy Fallon, the show features Fallon as the Chief Executive Officer of the “On Brand” agency, alongside Marketing Hall of Fame inductee Bozoma Saint John, who served as Chief Marketing Officer, mentor and judge. The series gave 10 ambitious creatives the opportunity to develop innovative marketing campaigns for storied brands, all while using Samsung technology. Working inside the show’s pop-up agency, contestants competed as individuals and teams to present their best brand concepts, ads and activations for a panel of industry executives and a national primetime audience.

“On Brand with Jimmy Fallon celebrates the creative process, from brainstorming and collaboration to the moment when a great idea comes to life,” said Michael McDermott, Executive Vice President of Consumer Electronics, Samsung Electronics America. “At Samsung, we see technology as a catalyst for driving creativity and empowering people to turn bold thinking into real outcomes.”

On Brand embedded Samsung technology in every stage of the competition. During campaign development, contestants used the Galaxy S25 Ultra and Galaxy Z Fold6 smartphones to garner inspiration, capture content and exchange thoughts with each other while on the go throughout the competition. Galaxy Tab S10 Ultra tablets and the Galaxy Book 5 Pro 360 became their sketchpads for storyboards and notes. Plus, the ‘On Brand’ agency integrated several AI-powered Samsung TVs, including The Frame Pro – which offers a spectacular picture on a gallery-worthy screen to bring all of their big ideas to life, while high-resolution Odyssey and ViewFinity monitors provided brilliant clarity for viewing and editing campaign content. Interactive Displays powered real-time team collaboration and whiteboarding sessions inside the ‘On Brand’ agency, while Indoor Direct-View LED Signage was also featured prominently throughout the space to create a vibrant, high-energy environment that fueled creative thinking.

On Brand with Jimmy Fallon (Photo by: David Halloway/NBC)

On Brand with Jimmy Fallon (Photo by: David Halloway/NBC)

On Brand with Jimmy Fallon (Photo by: David Halloway/NBC)

On Brand with Jimmy Fallon (Photo by: David Halloway/NBC)

On Brand with Jimmy Fallon (Photo by: David Halloway/NBC)

On Brand with Jimmy Fallon (Photo by: David Halloway/NBC)

On Brand with Jimmy Fallon (Photo by: David Halloway/NBC)

The centerpiece of On Brand was a 146-inch model of Samsung’s The Wall, a state-of-the-art Direct-View LED display. Throughout the season, The Wall served as the platform for contestants to present their campaign concepts with stunning clarity. Its immersive visuals allowed teams to showcase their ideas in vivid detail, turning each pitch into a full-scale creative experience for the judges and viewers at home.

The season’s finale moment, unveiled on the iconic Samsung Times Square billboard, brought the partnership full circle in a celebration of imagination, innovation and the power of technology to amplify human creativity. The episode concluded with Bianca Fernandez earning the coveted title of Innovator of the Year and a $100,000 prize, with a feature in marketing and advertising trade magazine Adweek to follow, recognizing her exemplary performance on the show. Her winning concept in partnership with Therabody delivered a clever “office meltdown” commercial that highlighted the importance of stress relief for customers in all kinds of environments.

On Brand with Jimmy Fallon (Photo by: David Halloway/NBC)

For more on Samsung’s expansive ecosystem, visit Samsung.com.