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.
💀 Artist 💸 Design Direction 💀 Art Direction 🪷 Design Direction 💸 Artist 💀 Design Direction 💸 Art Direction 🪷 Design Direction 💀 Artist 💸 Design Direction 💀 Art Direction 🪷 Design Direction