Executive Creative Director
// Product Marketing //Brand //Social //Product Film //Live Event Production //Feature Storytelling //Product Photography //AI
Samsung
// Unpacked 2024, January // Unpacked 2024, July // Olympic Games Partnership // Social
2023—2024
Responsibilities
Through various agencies, projects, and initiatives over the last 15 years, Samsung, particularly it’s mobile division, has consistently been a client. In mid 2023, I was tapped to lead a creative team that would bring Samsung Mobile’s brand and product marketing to life for 2024 across live events, social channels, influencer partnerships, and agency creative. I lead a multi disciplinary international team and collaborated with various global Samsung teams, agencies and vendors on feature focused device interstitials, product advertisements, live event production, social content calendar / strategy, product communications, product photography, and brand storytelling in paid, owned and earned channels for the Samsung Galaxy S24, S24 Ultra, Z Fold6, Z Flip6, Buds3, Watch7, Ring, Books, Tablets, and AI.
context
Samsung has been in search of a brand, a look, a feel, and customer experiences that could define them. That would clarify the role Samsung plays in it’s consumers eyes. Having long worked with them on building their brand, moving away from the kitchen sink, try everything, nature of their past, we wanted to shift the lens of presenting technology features from the perspective of consumers, and how those features fit in and aid their lives.
Challenge
Build a cohesive brand story and product feature communication method, look and feel across all touch points throughout 2024. Build lead A through D stories, supported by E through Z stories that would give communications legs to build awareness, educate, and convert product sales while building brand across touchpoints and channels.
Increase market share, year over year product sales, and build lasting brand stories.
Solution
Market product and build brand simultaneously.
Cohesive, comprehensive, consistent brand execution at every touchpoint.
Live, tentpole, launch events and collaborations throughout the year to launch product, build brand, incite product interest, and sell.
Communication focus on how product features fit in consumer lives.
Showcase Galaxy AI and ONE UI software that connects everything all of their technology seamlessly.
Build a world class communications and creative pipeline.
Impact
Samsung has retained the spot as the world's top smartphone player annually, shipping the most number of smartphones in 2024.
The Samsung Galaxy brand strategy, global campaigns, and product launches I led achieved $22B in revenue, 23% global market share, 20B+ impressions worldwide, and established Samsung as the definitive mobile AI category leader across 150+ countries.
The comprehensive brand narrative, visual identity system, go-to-market execution, and thought leadership frameworks fundamentally repositioned Samsung from hardware manufacturer to AI innovation authority, driving measurable market share growth and elevating brand perception among consumers, enterprises, and developers globally.
product brand films
galaxy unpacked, January 2024—San Jose, Ca
I led the creative vision and brand execution for Samsung Galaxy Unpacked January 2024 in San Jose, where we unveiled Galaxy AI and the S24 series to global media, partners, and industry leaders, orchestrating the keynote narrative, stage design, product film integration, and immersive brand experience that positioned Samsung as the mobile AI category leader. The event generated billions of impressions worldwide and set the strategic foundation for Samsung's $22B Galaxy AI revenue year, translating complex AI capabilities into compelling storytelling that resonated across consumer, enterprise, and developer audiences.
Full Live Event Stream
Social Invite
live event highlights
Social Engagement
Galaxy Unpacked, July 2024—Paris, France
At Galaxy Unpacked in July, Samsung announced the launch of the
I led the creative vision and brand execution for Samsung Galaxy Unpacked July 2024 in Paris, where we unveiled an unprecedented product ecosystem including Galaxy Z Fold6, Galaxy Z Flip6, Galaxy Ring*, Galaxy Watch Ultra, Galaxy Watch7, Galaxy Buds3 Pro and Galaxy Buds3 series, orchestrating the keynote narrative, stage design, product film integration, and immersive brand experience that positioned Samsung's AI-powered wearable and foldable innovation on the global stage. The event generated billions of impressions worldwide and demonstrated Samsung's category leadership across mobile, wearable, and audio categories, translating complex multi-device AI integration into compelling storytelling that resonated with fashion, tech, and lifestyle audiences while reinforcing Samsung's $22B revenue momentum.
Samsung X Paris
Galaxy AI
Galaxy OneUI 6
Galaxy S24/S24 Ultra
MrBeast x Samsung—50 YouTubers Fight For $1,000,000
Led Mr. Beast x Samsung Mobile Collab to help Jimmy celebrate his 300M Subscriber Count achievement with 50 of the worlds top creators, streamers and influencers, integrating the Samsung Galaxy Z Flip 6, and Galaxy ring. The video turned out to be Jimmy's Largest video of all time. “Samsung is a gamechanger of a partner for us,” said Jimmy Donaldson (MrBeast). “They have the courage to support creators of all sizes and trust their vision, and I’m excited to have them with us in this journey.”
Galaxy Z Fold6/Z Flip6
The Galaxy Z Flip6’s new sleek style makes it our most compact smartphone yet, while the new floated design gives the effect of the display floating on the frame. The Galaxy Z Fold6 provides picturesque viewing wherever you are, along with laptop-style productivity, all on a mini-tablet-sized screen. Its ultra-thin design makes it the most compact and lightest Galaxy Fold to date.
Galaxy Z Flip6
Galaxy Watch Ultra/Watch7
Samsung also announced the launch of the Galaxy Watch Ultra and the Galaxy Watch7.
The Ultra can withstand 10 ATM water pressure, 55°C heat and 9,000m altitude allowing you to trek even further, especially with a battery that lasts up to 100 hours in power saving mode. The stylish Watch7 stands out like the Flip6 and Fold6 with its floating design and a new 3nm processor that optimises the battery life for longer lasting power and quick switching between apps.
Use the Watch Ultra and Watch7 for all new Galaxy AI insights and analysis. The Energy Score feature will check your sleep, heart rate and daily activities to help you plan your routines for maximum health efficiency.
Galaxy Ring
The release of the Galaxy Ring will usher in a new era of wellness. You can now wrap health tracking around your finger through this new addition to the Galaxy family. A lightweight titanium frame that's so comfortable, it’ll slot onto your finger with ease. The Galaxy Ring is water resistant for all-day use, in addition to a battery that lasts up to 7 days. There are 3 built-in sensors that monitor your health around the clock, and the Galaxy AI analyses data to provide you with personalized health and sleep tips.
Galaxy Buds3
Galaxy AI is also here for the all-new Galaxy Buds3 series that star the Galaxy Buds3 Pro and Galaxy Buds3. Engineered with an angled stem design to bring the sound of your favourite songs closer to your ears. Both the buds boast active noise cancellation while the Buds3 Pro come with adaptive noise control, enhanced 2-way speaker noise control and an ambient sound feature.
Galaxy Book4
Instagram Post/Stories
