Samsung x Milano Cortina 2026: Content at Olympic Speed

Samsung x Milano Cortina 2026: Content at Olympic Speed

One of the biggest sporting events in Italy. One of Samsung’s biggest sponsorships. And a production workflow that had to move faster than the competition.

For Milano Cortina 2026, Samsung was once again a Worldwide Olympic and Paralympic Partner, continuing a partnership with the Olympic Movement that dates back to 1998. For this edition, the brand brought its technology, Galaxy AI and the “Open always wins” platform into the heart of the Games.

Our job was to help turn Samsung's presence across the Games into content.

And there was a lot of it.

An Olympic-scale content machine

We worked across the different Samsung activities surrounding Milano Cortina, creating dozens of pieces of content for TikTok, Instagram, digital channels and advertising.

The challenge was not simply to produce high-quality content.

It was to produce it fast enough to remain relevant.

During the Games, moments happen once. A result, a celebration, an athlete interaction or a brand activation can become old news within hours.

Our production therefore had to operate almost in real time.

One person. One mission: keep everything moving.

To make this possible, we introduced a dedicated role within the production workflow.

One person was focused exclusively on delivery.

Their job was to sit between production and post-production, constantly monitoring what had been shot, what was being edited, what needed to be prioritized and what had to be delivered next.

This might sound like a small organizational choice.

It wasn't.

With multiple editors and production teams working simultaneously, having one person dedicated entirely to traffic, priorities and delivery allowed everyone else to focus on what they did best.

The production team could focus on capturing the moments.

The editors could focus on making the content.

And this person could focus on one question:

What needs to go out next?

That separation of responsibilities became essential to keeping the entire operation moving.

Content that couldn't wait

The delivery schedule was intense.

Content had to be edited, reviewed and delivered within extremely tight windows, often while new material was already arriving and the next moment was already happening.

That meant building a workflow around priorities rather than simply volume.

Not everything had the same urgency.

Some assets needed to be online immediately. Others could follow. Some moments required a faster turnaround, while others needed more time in post.

The ability to make those decisions quickly was just as important as the ability to shoot or edit.

The goal wasn't to do everything at once. It was to make sure the right thing was always being done next.

Working with Team Italy

One of the most rewarding parts of the project was the opportunity to work alongside the Italian Team and Team Samsung Galaxy, following athletes who were not simply participating in the Games, but becoming part of Samsung's wider storytelling.

Samsung's Italian Team brought together 40 athletes, including Federica Brignone, Arianna Fontana, Dorothea Wierer, Dominik Paris, Lisa Vittozzi and many more.

And some of those stories became part of Olympic history.

Federica Brignone delivered one of the defining performances of the Games, winning two Olympic gold medals in alpine skiing — Super-G and Giant Slalom. Her comeback was particularly remarkable: she returned to competition just ten months after suffering multiple leg fractures and an ACL injury.

Being there to capture and communicate moments involving athletes at that level gave the project an entirely different dimension.

These weren't just branded assets.

They were moments happening once, in real time, at the biggest sporting event in the country.

Production under pressure

What we learned from this project is that large-scale content production is increasingly about workflow design.

The camera is only one part of the equation.

When you're producing dozens of assets across a major event, the real challenge becomes connecting production, editorial, approvals and delivery into a single system that can react immediately.

For Samsung x Milano Cortina, that meant creating a structure where everyone knew what mattered, what was next and how quickly it had to happen.

Because Olympic content doesn't wait.

The moment happens once. The deadline comes immediately after.

And our job was to make sure we were ready for both.