SAMSUNG

What began as a singular vision for product imagery grew into a narrative that redefined Samsung's visual language.
Through iteration and expansion, this system scaled into a comprehensive multi-million dollar worldwide campaign.
The work shows how a thoughtful visual foundation can speak across cultural boundaries while maintaining
its core integrity transforming a product story into a global one.

Billboard featuring a man holding a Samsung Galaxy Note 10.1 tablet, with the text 'Samsung GALAXY Note 10.1 DESIGN YOUR LIFE,' located on a busy city street.

Large Samsung Galaxy Note 10.1 advertisement with a businessperson holding the device, illuminated at night, with people walking by.

Street scene in Mexico City with a large Samsung advertisement on a building, featuring the Galaxy Note 3 and Gear. A green and white taxi and other vehicles are on the road. People are walking on the sidewalk with the Torre Latinoamericana visible in the background.

A large outdoor billboard advertisement for the Samsung Galaxy Note 10.1 displayed on a brick wall in an urban street setting with pedestrians walking by.

Urban street scene with a large Samsung Galaxy Note 10.1 advertisement on a building under construction. People crossing the street and cars driving past.

Urban street scene at dusk with light trails from cars and a large Samsung Galaxy Note advertisement. The billboard features a person holding a tablet, with text "Samsung Galaxy Note 10.1" and "Design Your Life." Buildings and street lights are visible.

Presentation of Samsung Galaxy Note 3 with large screen display