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Selected Work
Selected Work
01.
CIRCLE TO SEARCH
02.
GALAXY S25 ULTRA
03.
GALAXY S25 EDGE
04.
SAMSUNG X DOECHII
05.
GALAXY TAB S10 DOODLE
Project Overview
Directed the visual storytelling for Samsung’s Galaxy Tab S10 Ultra campaign, focusing on AI-powered creative tools. Developed storyboards and art direction that made complex features feel intuitive and expressive. Collaborated with cross-functional teams to build a sleek, accessible visual identity that resonated across global platforms and positioned the Tab S10 as a smart companion for creators.
Role
Senior Art Director
Tools
Adobe CC & Figma
Project Brief
Target Audience:
Young creatives, artists, students, and tech enthusiasts.
Individuals who value innovation and seamless digital tools that enhance artistic expression.
Objective:
Develop a visual language that captures the spontaneity and playfulness of doodling.
Showcase the fluid, natural interaction with the Galaxy Tab S10’s AI-powered stylus.
Creative Challenge:
Maintain Samsung’s sleek, premium aesthetic while introducing a more casual, expressive tone.
Highlight the stylus’s precision and AI-enhanced functionality in a way that feels authentic and inspiring.
Tone & Visual Style:
Energetic, creative, and youthful.
Designed to appeal to a tech-savvy, design-conscious audience seeking tools that empower self-expression.
Execution Highlights
01.
Playful & Spontaneous Visual Language
Developed a visual style that captures the joy and freedom of doodling, featuring fluid, hand-drawn animations and lively brush strokes that mimic natural pen movement on the tablet.
02.
Showcasing AI-Powered Precision
Created detailed close-ups and macro shots of the stylus interacting with the screen to clearly communicate the AI-enhanced accuracy and responsiveness of the Galaxy Tab S10’s stylus.
03.
Balanced Aesthetic
Combine Samsung’s sleek, modern design language with vibrant, organic textures and colors that evoke creativity and youthful energy without compromising the brand’s premium feel.
04.
User-Centric Storytelling
Highlighted diverse young creatives, artists, and students engaging with the device in real-world settings, emphasizing how the tablet integrates seamlessly into their creative workflows.
Take Away
Designing for AI meant designing for trust. By simplifying how we visually communicated intelligence, we helped users see the technology as a creative partner rather than a feature. Clarity, movement, and emotion were key.
Results & Impact
6M+
Launch video views
4X
Higher engagement
Top 3
Most watched tech ad
01.
CIRCLE TO SEARCH
02.
GALAXY S25 ULTRA
03.
GALAXY S25 EDGE
04.
SAMSUNG X DOECHII
05.
GALAXY S10 DOODLE
Project Overview
Directed the visual storytelling for Samsung’s Galaxy Tab S10 Ultra campaign, focusing on AI-powered creative tools. Developed storyboards and art direction that made complex features feel intuitive and expressive. Collaborated with cross-functional teams to build a sleek, accessible visual identity that resonated across global platforms and positioned the Tab S10 as a smart companion for creators.
Role
Senior Art Director
Tools
Adobe CC & Figma
Project Brief
Target Audience:
Young creatives, artists, students, and tech enthusiasts.
Individuals who value innovation and seamless digital tools that enhance artistic expression.
Objective:
Develop a visual language that captures the spontaneity and playfulness of doodling.
Showcase the fluid, natural interaction with the Galaxy Tab S10’s AI-powered stylus.
Creative Challenge:
Maintain Samsung’s sleek, premium aesthetic while introducing a more casual, expressive tone.
Highlight the stylus’s precision and AI-enhanced functionality in a way that feels authentic and inspiring.
Tone & Visual Style:
Energetic, creative, and youthful.
Designed to appeal to a tech-savvy, design-conscious audience seeking tools that empower self-expression.
Execution Highlights
Playful & Spontaneous Visual Language
Developed a visual style that captures the joy and freedom of doodling, featuring fluid, hand-drawn animations and lively brush strokes that mimic natural pen movement on the tablet.
Showcasing AI-Powered Precision
Created detailed close-ups and macro shots of the stylus interacting with the screen to clearly communicate the AI-enhanced accuracy and responsiveness of the Galaxy Tab S10’s stylus.
Balanced Aesthetic
Combine Samsung’s sleek, modern design language with vibrant, organic textures and colors that evoke creativity and youthful energy without compromising the brand’s premium feel.
User-Centric Storytelling
Highlighted diverse young creatives, artists, and students engaging with the device in real-world settings, emphasizing how the tablet integrates seamlessly into their creative workflows.
Take Away
Designing for AI meant designing for trust. By simplifying how we visually communicated intelligence, we helped users see the technology as a creative partner rather than a feature. Clarity, movement, and emotion were key.
Results & Impact
6M+
Launch video views
4X
Higher engagement
Top 3
Most watched tech ad
01.
CIRCLE TO SEARCH
02.
GALAXY S25 ULTRA
03.
GALAXY S25 EDGE
04.
SAMSUNG X DOECHII
05.
GALAXY S10 DOODLE
Project Overview
Directed the visual storytelling for Samsung’s Galaxy Tab S10 Ultra campaign, focusing on AI-powered creative tools. Developed storyboards and art direction that made complex features feel intuitive and expressive. Collaborated with cross-functional teams to build a sleek, accessible visual identity that resonated across global platforms and positioned the Tab S10 as a smart companion for creators.
Role
Senior Art Director
Tools
Adobe CC & Figma
Project Brief
Target Audience:
Young creatives, artists, students, and tech enthusiasts.
Individuals who value innovation and seamless digital tools that enhance artistic expression.
Objective:
Develop a visual language that captures the spontaneity and playfulness of doodling.
Showcase the fluid, natural interaction with the Galaxy Tab S10’s AI-powered stylus.
Creative Challenge:
Maintain Samsung’s sleek, premium aesthetic while introducing a more casual, expressive tone.
Highlight the stylus’s precision and AI-enhanced functionality in a way that feels authentic and inspiring.
Tone & Visual Style:
Energetic, creative, and youthful.
Designed to appeal to a tech-savvy, design-conscious audience seeking tools that empower self-expression.
Execution Highlights
Playful & Spontaneous Visual Language
Developed a visual style that captures the joy and freedom of doodling, featuring fluid, hand-drawn animations and lively brush strokes that mimic natural pen movement on the tablet.
Showcasing AI-Powered Precision
Created detailed close-ups and macro shots of the stylus interacting with the screen to clearly communicate the AI-enhanced accuracy and responsiveness of the Galaxy Tab S10’s stylus.
Balanced Aesthetic
Combine Samsung’s sleek, modern design language with vibrant, organic textures and colors that evoke creativity and youthful energy without compromising the brand’s premium feel.
User-Centric Storytelling
Highlighted diverse young creatives, artists, and students engaging with the device in real-world settings, emphasizing how the tablet integrates seamlessly into their creative workflows.
Take Away
Designing for AI meant designing for trust. By simplifying how we visually communicated intelligence, we helped users see the technology as a creative partner rather than a feature. Clarity, movement, and emotion were key.
Results & Impact
6M+
Launch video views
4X
Higher engagement
Top 3
Most watched tech ad
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