As Creative Director on Samsung, I introduced the Samsung Curved UHD television to the world with a Gold Effie-winning campaign featuring Key and Peele. Prior to that my team showed what special things happen on Samsung screens when we sponsored the Oscars and, with Ellen's help, broke Twitter. We also guided the launch of the Galaxy Note 3, Galaxy Note 4 and GS5. If you like puns, scroll down for a Note 4 product launch punfest.
In 2014 Samsung invested big in the Oscars. We developed a marketing plan that exceeded even our own expectations. We used 6 minutes of airtime to showcase the amazing world of Samsung screens. Then, to illustrate the you-need-to-see-this magic of Samsung, we put the phone into Ellen's hands for exclusive access behind the scenes an within the live Oscars broadcast. A request that she take a selfie turned into the most famous selfie ever taken. It became the most-shared photo ever and it really did crash Twitter.
For the Oscars, we created Samsung's first ad for their family of screens.
Key and Peele Oscars Promo.
Password: Oscars
We launched the Samsung SUHD TV, connecting to consumers through our shared love of content.
With curved UHD you can watch the movies you love on the best looking screens ever.
We won a Gold Effie for this campaign.
To support the launch of curved UHD screens we also ran curved out of home to demonstrate the impact of the curve.
We teased the Galaxy Note 4 launch with this online film and triggered anticipatory buzz amongst Samsung loyalists.
Launching the Gold Edition GS5 allowed for a more blingy product film.