Creative Director

Home Portfolio Samsung – Performance Marketing & Brand Building

Samsung

Performance Marketing & Brand Building

During my time at Cheil, I oversaw the Creative production of a wide variety of assets and executions for Samsung Canada with a direct impact on sales performance. The following are just a few examples of my contributions to this high-performing system.

Video creative & production

Worthy of Wow

We crafted many formats of creative to meet Canadian brand and business goals, like this spot Samsung’s TVs, aligning the bleeding edge quality with the most exciting content available.

Production by Groove Jones

Copywriting & Localization

Galaxy Global heritage video

To kick off the July launch of the latest Galaxy Flip and Fold phones at the Galaxy Unpacked event, I co-wrote the opening video in collaboration with the Cheil and Samsung HQ teams in South Korea.

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Performance Optimization

Digital e-commerce creative

I oversaw the team creating, adapting, and optimizing thousands of assets for the Canadian market. I collaborated with writers and designers to improve creative quality and impact, and production consistency and efficiency.

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Product Launches

Galaxy 23-25

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Creative optimization

The Frame & Samsung Health

We regularly augmented global integrated marketing campaigns for the Canadian market, as illustrated in these two examples.

Left: Improved the The Frame TV campaign tag from “Your Art Gallery on TV” to “Puts art in your life” to focus on relatable benefits.

Right: Remixed existing individual product ads into an integrated campaign to communicate the full Samsung Health ecosystem.

Above: Improved the The Frame TV campaign tag from “Your Art Gallery on TV” to “Puts art in your life” to focus on relatable benefits.

Below: Remixed existing individual product ads into an integrated campaign to communicate the full Samsung Health ecosystem.

Organic and Paid Social media Strategy

Samsung VXT

We reinvigorated the social media strategy for Samsung’s retail digital display products and CMS, Samsung VXT, focusing on sharable content and planning for the full consumer journey. The content & engagement strategy primarily targeted small business owners in the United States, Brazil, Mexico, and the United Kingdom.

Influencers

Samsung Smartstarts

We often developed influencer strategy, briefs, and integration, most notably for Samsung SmartStarts, a program that targeted new Canadians from China and India. These snippets showcase the content we trafficked to these incoming immigrants even before they left their home countries on culturally-relevant channels like Xiaohongshu (小红书, also known as Little Red Book or RED).

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Live Commerce

Samsung Live

We produced multiple live-streaming shows for Samsung, featuring products demonstrations and offers, working with influencers and talent. We provided end-to-end counsel and services, from concept and scripting to graphics and pre-production to direction and post-production.

Retail Experiential

Galaxy Command

Galaxy Command is an example our the in-store experiential work, an immersive game that educated customers on the new capabilities of Galaxy AI.

Next: Samsung Smartstarts

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SEO

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Reporting

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Nike: 2010 Olympics & Dangle’s Angle

Samsung SmartStarts