A new year. A new Galaxy.
I worked across multiple launch campaigns and intro films. Highlighting features, use cases, and phone angles. Some concepts stayed and others evolved.
SAMSUNG | GALAXY FE25
INTRODUCED GALAXY FE WITH A S25 CaFE
Gen Z is the café generation. We created a busy cafe filled with all the latest Galaxy S25 FE features and various scenarios: capturing selfies, gaming, and getting things done.
Our hovering camera, with smooth social transitions shows the café’s daily bustle made better with the Galaxy S25 FE. We end on the 25HR CAFÉ sign, now revealing 25FE. Worth it all.
A picture is worth a thousand pictures.
A battery is worth endless fun.
A question is worth endless answers.
Result: Pitch, Unpacked, Global TVC Role: Creative Lead + ACD Agency: Cheil HQ
Role: Creative Lead + ACD Kristen Pimley + Drew Botcherby: Copy Evan Choi + Lee Jae-hyeok: Art Director Jax Jung: ECD
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SAMSUNG | GALAXY S26
LIFE OPENS UP WITH DOGS
DINKWADs, today we’re all dog parents. So we created a urban world revolving around two things: their dog and their phone. A film filled with dog parent moments and product features. Along the way, the storyline was overtaken by product animations. But the moments stayed: dogs running, friends connecting and everyday life powered by the Galaxy S26.
Result: Unpacked 2026, Global TVC Role: Creative Lead Team B + ACD Agency: Cheil HQ
Team A: Lee Jae-hyeok: Creative Lead Team A + ACD Park Ju-eun + Suji: Art Josh Doyle: Copy Jax Jung: ECD
Team B: Role: Creative Lead Team B + ACD Choi Ga-young + Evan Choi: Art Andrew Davidson: Copy Jax Jung: ECD
SAMSUNG | GALAXY S23
EPIC, MADE TO BE SHARED.
Most friend groups have iPhones. So we created social currency for the ‘one’ friend who didn’t. The Galaxy S23 Ultra has a camera so epic, you become the photographer of every group. Friends, neighbors, even strangers. You’re the one everyone turns to for photos, videos, and Nightography. And everywhere you go, you hear: Can you send me that?
Result: Pitch, Unpacked, Global TVC Role: ACD on pitch Agency: Wieden+Kennedy
Role: ACD on pitch Ana Clé + Aditya Hariharan: sr.Copy Ana Blanes: sr.AD Edouard Olhagaray + Ramona Todoca: CD