Samsung Mobile Global: Creative Leadership & Social-First Brand Storytelling

The insight

• Designers on Twitter and Reddit were organically turning the Galaxy S10's Infinity-O camera cutout into playful pop-culture artwork.
• The lock screen is personal digital real estate—an immediate, effortless canvas for creative self-expression.

The idea

“Embrace the Cutout”

Partner with global illustrators to transform an engineering feature into collectible digital art, tapping directly into creator subcultures.

Execution & impact

• Directed collaborations with four prominent artists: @furrylittlepeach, @mulgatheartist, @marco_oggian, and @ketnipz.
• Produced a dedicated IGTV series documenting each artist's design philosophy and behind-the-scenes workflow.
• Invited the global audience to download the wallpapers and share their own designs, expanding Samsung’s presence within global illustrator communities.

The insight

• Gen Z prioritises what a phone enables them to create and share in the moment rather than hardware specs on paper.
• Younger audiences reject staged, over-polished corporate ads and respond to candid, creator-led visuals.

The idea

“In the Era of Live”

Showcase the phone through spontaneous, real-world creator moments shot entirely on the Galaxy A Series.

Execution & impact

• Directed dynamic lifestyle shoots focused on candid, "in the moment" creator scenarios rather than static studio setups.
• Framed core camera capabilities—such as 123° ultra-wide framing, action stabilisation, and low-light shooting—directly around real-world creator use cases.
• Built modular asset toolkits delivered across global Samsung dotcom pages, social channels, and YouTube creator guides.

The insight

• Audiences on social channels do not engage with passive keynote recaps; they look for instant highlights, real-time access, and interactive play.

The idea

“The Real-Time Social Newsroom”

Re-engineer corporate Unpacked keynotes into modular, participatory social formats published live as announcements break.

Execution & impact

• Directed the rapid production of real-time info-visuals and snackable feature teasers during live keynotes.
• Built interactive, playable Instagram Stories allowing followers to test-drive new device features virtually.
• Championed early adoption of IGTV—positioning Samsung as an early mover on the platform—by sharing backstage access and ground-level launch content.
• Developed standardised story and motion templates that regional market teams could quickly localise worldwide.