SAMSUNG
Galaxy S25 Ultra Campaign
Role: Senior Art Director
Led the art direction for the Galaxy S25 Ultra campaign, shaping the visual storytelling and creative execution to highlight the device’s groundbreaking features. Collaborated with cross-functional teams to develop a striking and cohesive campaign across digital, social, and traditional media. Oversaw key visuals, motion graphics, and product imagery to ensure premium design quality, innovation, and brand consistency, driving excitement and engagement for Samsung’s flagship device.
I designed for several billboard spaces for Times Square. Being a born and raised New Yorker, this was ery exciting 😇️. As you can tell, the videos were shot DIY. I commuted from Brooklyn to see them live and direct.
SAMSUNG x Doechii
Influencer Giveaway
Role: Senior Art Director
As Senior Art Director at Samsung, I led a winning concept for a high-profile influencer giveaway in collaboration with the artist Doechii. This was a competitive internal pitch against six other designers, and my concept was ultimately selected by the Samsung client.
The creative direction was deeply inspired by Doechii’s striking album cover—specifically the surreal juxtaposition of elegance and ferocity conveyed by the albino alligator. Translating this into a tactile, high-concept design, I developed a bespoke clutch modeled after the alligator itself—rendered in matte white, with a single gold tooth as a subtle nod to hip-hop culture and individuality.
The packaging was equally considered: the delivery experience featured deep green velvet textures evoking alligator scales, and a gold finish that mirrored the luxury and power embodied by both the artist and the Samsung brand. This project was an exercise in narrative-rich, fashion-forward design, merging fine art sensibilities with streetwise symbolism.
SAMSUNG
Galaxy S25 Conceptual Campaign
Role: Senior Art Director
I served as the sole creative force behind the Galaxy S25 campaign—owning the project from concept to execution as Senior Art Director.
Tasked with showcasing Samsung’s lightest and most luxurious phone to date, I developed a campaign that captured the essence of weightlessness, elegance, and high performance. From the initial idea to the final assets, I crafted every element—ensuring the visuals reflected the phone’s ultra-slim profile, advanced macro photography, and refined aesthetic.
This was a fully hands-on creative process where I built the concept from the ground up, translating the product’s technical achievements into a beautifully minimal, emotionally resonant campaign that elevated the Galaxy S25 as a symbol of effortless luxury.
SAMSUNG
Circle To Search Campaign
Circle To Search Campaign
Role: Art Director
Played a key role in the creative development and execution of Samsung’s Circle to Search campaign, crafting visually compelling assets that showcased the feature’s innovation and ease of use. Collaborated with designers, copywriters, and strategists to develop a cohesive visual identity, ensuring the campaign resonated across digital, social, and traditional media. Led the art direction for key visuals, motion graphics, and user experience storytelling, contributing to a campaign that successfully highlighted Samsung’s cutting-edge technology.
Additional Projects Below ︎︎︎
SAMSUNG
Galaxy TabS10 Ai Doodle
Galaxy TabS10 Ai Doodle
Role: Art Director
Led the art direction for the Galaxy Tab S10 Ultra with AI campaign, focusing on visually compelling storytelling to showcase the device’s intelligent features. Developed detailed storyboards to illustrate AI-driven functionalities, ensuring a clear and engaging narrative across digital, social, and traditional media. Collaborated with cross-functional teams to craft a sleek, innovative visual identity that highlighted Samsung’s advancements in AI, making complex technology feel intuitive and accessible to consumers.
💀 Artist 💸 Design Direction 💀 Art Direction 🪷 Design Direction 💸 Artist 💀 Design Direction 💸 Art Direction 🪷 Design Direction 💀 Artist 💸 Design Direction 💀 Art Direction 🪷 Design Direction