PROBLEM
Every Galaxy launch had to feel premium and unmistakably Samsung across radically different formats: phone screens, retail displays, animated online ads and subway billboards. The challenge was maintaining brand consistency at every scale without making execution feel templated or generic.

SOLUTION
Within the team, I collaborated on shaping how new devices and features launched across that full ecosystem, from sleek animations to bold out-of-home placements, each piece built to perform within its format while staying on-brand and featuring specific highlights of each device for launch. Retail and environmental work tied back to the digital push, so every channel reinforced the others. The result was a seamless brand experience that met Galaxy customers wherever they were, online, in store and on the street.