Cheil x Samsung
While working with many talented people at Cheil, I got the amazing opportunity to work on variety of different projects for a notable brand like Samsung. From digital out-of-home ads to commercials, live stream videos, iconography, photoshoots and more, this client presented a fun challenge with every project.
Galaxy S23 Ultra: Color Themed Shoot
A series for social media postings that focused on the color of the device and a hobby/lifestyle that the device color might convey. The complete color themed series was a fun way to personify the devices and garnered positive audience engagement. The Green device lent itself to an outdoorsy look and feel while Cream created an air of sophistication and creativity. Lavender alluded to the ever-so-popular RGB gaming scene. Lavender was the only image that was digitally rendered.
Instagram Social Post Results:
Engagement rate increase by 7.2%
Compared to benchmark email: 56% increase
Creative Director: Ken Lowery | Associate Creative Director: Morgan Thomas | 3D Artist: Lincoln Durham | Photographer: Stephen Schmitt | Photoshoot Art Directors: Cortney Pace, Christina R.
Under Construction
Helped create a series of video posts using notable monuments where new Samsung products could be naturally incorporated but hidden from view until the big reveal on the day of Samsungs Unpacked.
Group Creative Director: Cody Daniels | Creative Director: Emily Romano| Associate Creative Director: Kendal Madden | Senior Art Director: Christina Rodriguez | Video Artists: Matt Gilroy, Joseph Kim
Valentine’s Day 2024
Approached with a Valentine’s Day brief, I wanted to illustrate a creative and playful way to showcase Samsung devices on a love-focused holiday.
Wrapped with ribbon, this box of sweet treats is the perfect way to show your team how much they’re appreciated.
Different Galaxy devices are placed in a box alongside a few decorative chocolates making it the perfect way to say “I appreciate you” to your Samsung-using team members like Joe, who has reset your password 4 times already in the new year. Or Diane, who always keeps candy at her desk. What better Valentine than powerful productivity tools?
Creative Director: Ken Lowery | Associate Creative Director: Cortney Pace | Senior Art Director: Christina Rodriguez | Copywriter: Danielle Dawson | Graphic Artist: Spencer Lowe
Galaxy S24 Ultra: A Day in the Life of Galaxy AI
Storyboarded and art directed video for social placement that showcased benefits of Galaxy AI for a working professional; such as organizing your lists with Note Assist and translating an email from Spanish to English with Chat Assist. I storyboarded and art directed the video shoot.
Instagram Social Post Results:
Engagement rate increase by 3.9%
Compared to benchmark email: 41% increase
Creative Director: Ken Lowery | Associate Creative Director: Cortney Pace | Senior Graphic Designer, voice over talent, hand model: Christina Rodriguez | Copywriter: Danielle Dawson | Video editor: Hayley Borsten
First Day of Summer: Instagram Post
This creative wasn’t chosen for the final execution, it’s important to see how a concept can start/is presented. Above are sketches and a mood board of what the concept would have looked like.
Some of the best summer memories are cooling off with a refreshing treat from the neighborhood ice cream truck. The Samsung Galaxy Ice Cream Truck will help make your summer even more memorable with devices that resemble some of your favorite sweet treats. Each carousel image will feature a device that has its own popsicle/ice cream treat theme and name to match. We will use bright colors, paper texture and rendering to bring this concept to life and bring that special feeling of summer nostalgia.
Cinco De Mayo 2024
Storyboarded and art directed video for social placement that showcased Galaxy devices in a fun and festive way. This included storyboarding and creating a graphic that would live inside the phone screen. I art directed the photoshoot and shopped for the props.
Creative Director: Ken Lowery | Associate Creative Director: Cortney Pace | Senior Graphic Designer: Christina Rodriguez | Copywriter: Danielle Dawson | Video editor: Hayley Borsten
Feature visuals are images that best portray a devices unique digital feature. From work out tracking to surround sound, these visuals are an integral part of Samsungs’ advertising for a variety of devices. I designed and art directed each feature visual.
Feature Visuals
Iconography
While working on multiple devices and their features, many of them required icons for the best way to visually represent them. Working closely with the client, I personally helped developed Samsungs’ current iconography brand guide.
Black Friday & Football
Tis’ the season for football. The creative ask was to celebrate the holiday/football 2023 season, as the art director I created football-themed ornaments to surround the best gifts you can give to your loved ones for the holidays.
Online ads for a variety of Samsung devices/services. I am able to create a variety of sizes and adapt the feature visual in each ad to fit accordingly in every space.
Online Ads
2022 Winter Olympics
Samsung partnered with the 2022 Winter Olympics. I created a Skiing Social campaign highlighting Samsungs’ Galaxy Book Pro 360.
Creative Director: Mack Hanning
Samsung: Holiday 2020 Campaign
Working with Cheil Agency to deliver Samsung Holiday 2020 Campaign. Placements included the World Trade Center, the Fulton Center, Grand Central and Times Square.
Creative Director: Alex Brusko
Location, location, location
It’s always important to consider where your ad is going to be placed and what’s surrounding it. In a place like New York, we want to grab as much attention as possible. A well-planned composition is exactly what I give in every project.