Content Marketing / Video
SamsungConnected Living
As creative lead, I helped conceive, write, and produce a modular video series showing how Samsung’s connected devices seamlessly work together — 12 videos, shot remotely during the early pandemic in just five days.
Role
Creative Lead
Client
Samsung
Discipline
Content Marketing / Video
All in this together
The whole program in a single film.
A smart home is a spec sheet until you make it human
Nobody falls in love with a mesh network or a device ecosystem. They fall in love with a dinner party that comes together perfectly, a movie night that takes over the living room, a game day you can share with friends in different time zones. Catalogue-style descriptions of connected products can get abstract and cold. A simple, universal, relatable story is the bridge. Get it right, and “smart home” goes from feature list to something you want to welcome home.
Create your own connected life with a network of devices that simply work together.
Mini-stories that work in any language
Each video follows a different scenario where Samsung’s connected devices make life a little easier — scary-movie night, game day, a dinner party. Because the series ran in 57 markets worldwide, every story had to land without a single word of dialogue — pure visual storytelling that reads the same in any language.
A global production with no way to be in the room
When the pandemic hit, our plans for a US shoot went right out the window. We collaborated instead with a production team in Seoul, navigating extreme timelines, opposite time zones, and a serious language gap. The entire shoot happened over five days in a Seoul studio, with our US team glued to a live monitor feed, giving real-time feedback at some very unreasonable hours. To move that fast, we built the set to be modular: movable walls and platforms rearranged between shots for quick scene changes. My focus stayed on the scripts, the casting direction, and making sure the wardrobe styling, hair, and makeup told the right story — warm, aspirational, human. Even across 14 time zones on a five-day clock, the goal never changed: make smart-home tech feel like something you’d actually want to welcome into your life.
57
markets worldwide where the series ran
5 days
of remote production across 14 time zones
12
individual videos delivered from one modular set
The dinner hero
A dinner party rescued by a kitchen that thinks ahead.
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