Creative Art Director at Cheil SWA
Empowering The Next Generation
- The Challenge: Create a back-to-school campaign that resonates with college students while convincing parents to invest in Samsung technology
- The Journey: 360° campaign spanning print, film, and digital touchpoints that speaks two languages—ambition to students, assurance to parents
- The Heart: Showing how Samsung devices prepare students for real-world industries, from design studios to coding bootcamps
- The Learning: The most effective campaigns acknowledge that the user and buyer aren’t always the same person—and speak authentically to both
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