Samsung

Agency MCD Partners
Role Associate Creative Director, Copy
Services Creative Direction, Copywriting, Content Strategy, Editorial Leadership

Challenge Innovation and discovery are at the heart of the Samsung brand. The challenge was to bring that vision to life across digital touchpoints, while strengthening brand storytelling and guiding customers from inspiration to purchase.

Strategy Create integrated digital experiences that combine storytelling, content, and commerce—positioning Samsung’s innovations in ways that are engaging, accessible, and actionable.

Big Idea Where innovation comes to life.Turning technology into meaningful experiences.

Execution

Samsung.com Redesign

• Helped lead messaging and content strategy for the U.S. website redesign

• Created a more cohesive brand narrative across product, editorial, and commerce experiences

• Developed content systems including videos, articles, and product storytelling

• Streamlined customer journeys from discovery to purchase

CES Editorial Platform

• Led real-time content strategy as Editor-in-Chief of Samsung’s CES blog

• Directed on-the-ground coverage including articles, photography, video, and live content

• Created a dynamic content experience that amplified product launches and brand presence

Black Friday Campaign

• Concepted and developed a multi-channel holiday campaign across social platforms

• Created playful, insight-driven content to drive engagement and purchase intent

• Translated promotional messaging into engaging, brand-aligned storytelling

Impact

• Strengthened Samsung’s brand narrative through integrated digital storytelling

• Increased engagement across web, social, and live event content

• Created clearer customer journeys that improved product discovery and conversion

• Amplified visibility and engagement around CES product launches

• Drove excitement and interaction during key retail moments, including Black Friday