Social Media posts
April Fools | Samsung
Samsung had a taste for the absurd when it came to April Fools. We had to level-up the April Fools Prank we created the previous year with something that would really surprise people.
Everyone has a seltzer, why not Samsung? We asked our followers to pre-order now but it ended up being a classic Rick Roll situation. Sorry not sorry! This project was incredibly fun and wouldn’t have been possible without the help from the CGI team at Cheil.
Creative Direction / Storyboarding
Jiggle Jiggle | Samsung
Remember my money don’t jiggle jiggle, it folds? It’s a popular TikTok sound from 2022 that swept the platform. Do you know what else folds? The Galaxy Flip and Fold, of course.
We dropped everything and jumped on the trend with the in-house CGI team at Cheil to create a video that felt slick and premium, while also referencing the popular sound.
The emphasis on timing really paid off. We received over 10 million views on the TikTok beating our benchmark of 6,000 views.
Creative Direction / Storyboarding
Don’t say “Easter” | Samsung
Creative Direction / Production
Samsung wanted to reference Easter without saying “Easter” as it is a religious holiday that is celebrated by secular Americans as well.
We knew if we leaned into the bright colors, we could create something show-stopping on the feeds and FYPs of our followers. We likened the devices to surprise eggs. The standard plastic eggs may have candy, but the Buds2 case has ear buds and the S22 Ultra has an S Pen. Possibly not as yummy as Easter candy, but pretty close.
Corn | Samsung
Creative Direction / Storyboarding / Creative Strategy
A Recess Therapy video captured a 5 year old’s thoughts on corn and immediately went viral. It created a race on which brand can do it bigger, better and weirder. Our team created this video in 2 weeks to make sure we could catch the trend before it became over-used.
Pi Day | IBM
Design / Art Direction / Animation
Brief
Celebrate Pi day on IBM’s social media to engage with the STEM communities and popular culture.
Solution
At the time, IBM’s historical posts typically performed higher and after some research, I found the System 4/Pi. It was named after Pi to reflect it’s high performance.
Since then, the company has reused all of these graphics in two more Pi days. The story may be based on history, but the facts and design remain relevant every year.
Spec vs Spec | IBM
Problem
The pandemic made it difficult for us to produce videos in the same quality that we did before. IBM also lacked the engaging educational content that could lead more audiences to IBM organically.
Solution
To show off IBM’s current capabilities while also tapping into the brand’s iconic history, I pitched Spec Vs. Spec. We shot everything via zoom, but relied heavily on animation and information graphics to ensure we were captivating the user and adhering to the production value expected from IBM.
Animator: Sylvia Yang
Art Direction / Storyboarding
Red Hots | Samsung
Problem
Samsung was launching a new color of the Galaxy Chromebook in America in merely a couple weeks, but didn’t understand how to engage American audiences on social media.
Creative Direction / Storyboarding
Solution
Create a social media stunt re-boxing the spicy red Chromebook as a snackable candy. Showing off it’s small size, but also it’s punchy specs.
3D Designer: Henry Casillas
Ponder This | IBM
Art Direction / Animation / Design
Brief
Create an engaging post that encourages our followers to engage the quiz button and promote IBM office culture to attract talent.
Solution
After searching the IBM slack channels, we found a monthly puzzle challenge for engineers at IBM organized all by Gadi. He was unofficially called the Puzzle Master.
We worked with him to find a puzzle that was challenging enough for a quick social post while also highlighting how he contributes to building the IBM office community.
Shout out to my collaborators
Ken Lowery - Creative Director
Cortney Pace - Senior Art Director
Kelsea Zwerneman - Senior Art Director
Danielle Dawson - Copywriter
Chandler Dear - Copywriter
Mark Van Duinen - Lead Producer
Cylndr - Producers