Samsung Galaxy x BTS World Tour
Turning Galaxy AI + BTS fandom into an immersive fan experience
My team was tasked with creating a fan experience during the BTS World Tour that highlighted the Galaxy S26 Ultra's camera and AI features. Knowing how involved the BTS fandom is, I really wanted to develop activations that allowed fans to emotionally engage with the band in more immersive ways. The activations were a success and made headlines on publications like Variety and Billboard.
My role: Concept development, campaign copy, AI prompt development and creative strategy. Partnered with art directors and creative leadership to develop the experience from idea through execution.
Google "Get the Message"
Using Romeo & Juliet to take on the green bubble debate
144K+ views · National media coverage
Partnering with Google, our team was tasked with creating a social video for Samsung that calls on Apple to help correct the cultural narrative around Android's green text bubbles.
Riffing off of the classic Romeo and Juliet forbidden love story, this concept called Apple out in a fun yet impactful way that made the round on a number of tech outlets.
My role: Concept development, copywriting, social strategy, creative development.
Galaxy Minis Social Series
Turning Samsung's most recognizable form factors into social-native entertainment
Gold Addy · Top-performing organic content
The "Galaxy Minis" series created for Samsung was developed out of a desire to find a new way to showcase the unique form factors of the devices their followers constantly see in their feeds.
My role: Concept, copy, and social strategy. Developed the Minis platform and helped turn Samsung's devices into recurring social characters by creating content designed specifically for organic engagement.
Galaxy Book 6 Series Campaign
Completing Cheil's first large-scale us of AI for photo and video production
Originally planned as a traditional photoshoot, this project became something much larger: a test case for whether AI could meet the quality, consistency, and production demands of a global Samsung campaign.
My role: Creative scenario development, AI prompts/descriptions, and on-image copy.
Paid Content
My role for paid content involves writing copy for any assets provided. When we're able to create assets for paid media, I work with other creatives on everything from ideation and storyboards to creation of the final asset.
Organic Content
My role involves everything from ideation, writing witty one-liners and storytelling threads to product-focused posts — always with an emphasis on brand alignment.
April Fool's Day
April Fool's Day is always a trending topic on social media, so we wanted to capitalize on all that chatter in a fun and lighthearted way while still keeping Samsung's newest device, Galaxy S23, front and center. Thus, Samsung's new energy drink was born.
My role: Concept development, copywriting, creative direction.
Because we saw so much success with the April Fool's Day post, we created a case study. I wanted it to be informative while still adhering to the same playful tone that made the original video such a success.
Organic social post for Samsung Mobile USA