Samsung Miniature Series
Award: Gold Addy 2024 - Social Campaign
Creative Direction / Storyboarding / Set Design
Challenge
Most of Samsung’s content was hyper-polished 3-D renderings of their premium products, but social media is built on D.I.Y.ers making cool things. We needed to meet the audience where they were at while also following the strict guidelines for their phone screens.
Resolution
Miniatures were trending on social media at the time. Hamsters had their own accounts where their owners were making them fabulous little meals in beautifully styled miniature kitchens. Mini-brands are also very popular. This is content our audience already showed interest in, so we created scenes that showed off the unique form factor of the Galaxy Flip and Fold.
I directed the production with Sarah Nimeh. We created 3 TikToks in one day to get the most out our studio time and adhered to Samsung’s strict production guidelines to meet their standards of visualizing their devices.
Average engagement rate increased in the months that we posted miniature content.
Tiktok
+165%
YouTube
+98%
+59%
Best Friend’s Day
Samsung reached out to help promote a BudsPro giveaway on National Best Friends Day. We figured that two best friends would sit on a swing together sharing a tune. We also prompted engagment on Twitter and duets on TikTok asking our audience to post the song they'd share with their bestie for a chance to win.
Shout out to my collaborators
Ken Lowery - Creative Director
Cortney Pace - Associate Creative Director
Christina Rodriguez - Senior Art Director
Kelsea Zwerneman - Senior Art Director
Jill Darrow - Art Director
Danielle Dawson - Copywriter
Chandler Dear - Copywriter
Sarah Nimeh - Producer
Rachel Svatos - Producer