Disciplines: Concept Development, Art Direction, Broadcast, Social & Digital

The Brief

Samsung partnered with ITV to showcase the highly advanced camera capabilities of its flagship device in a way that felt cinematic, culturally relevant and entertainment-led, rather than technical or product-heavy.

The challenge was to:

• Demonstrate product capability through storytelling
• Create work that felt premium and felt authentic to Gen Z
• Ensure the campaign translated seamlessly across social and digital formats

The Creative Idea

The idea centred on episodic storytelling, capturing the atmosphere, emotion and energy of epic night-time moments, rather than focusing on specs or features. By framing the device as a tool that unlocks stories after dark, the campaign positioned Samsung as an enabler of creativity — allowing everyday moments to feel cinematic, intimate and visually striking.

The concept was designed to feel:

• Immersive and cinematic, so that it doesn't feel like an ad
• Flexible and attention-grabbing for social-first cutdowns
• Authentic, avoiding overly staged or technical demonstrations

My Role

As Creative Art Director, I:

• Led the creative concept and defined the overall visual direction
• Shaped the narrative and tone to balance product storytelling with cinematic craft
• Worked closely with production and editorial teams to maintain visual consistency across formats
• Oversaw execution across broadcast and social deliverables, ensuring the idea translated at every touchpoint

Impact

• Integrated rollout across ITV broadcast, digital and social platforms
• Recognised by the industry, securing a nominations for GEMA 2023: Best Partnership and Marketing Week 2023
• Positioned Samsung’s device as a creative tool for Gen Z rather than a technical product
• Delivered a campaign that balanced commercial objectives with strong visual storytelling
• Contributed to a wider brand partnership between Samsung and ITV

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