Digital / UX
SamsungConnected Living Experience
Lead writer and story experience designer for a strategic revamp of Samsung’s connected living devices as a lifestyle brand. Provided creative direction and collaboration at every level of production from UX design to script to casting to on-set production with an emphasis on art department, wardrobe, hair and makeup.
Role
Lead Writer & Story Experience Designer
Client
Samsung
Discipline
Digital / UX
Story Page prototype
Three stories, three households, one connected life.
Three stories. Two cities. One connected life.
Samsung’s smart home tech had been around for years, but most people didn’t understand how their devices could actually work together. Samsung had been promoting features — we needed to promote the feeling.
I wrote three story-driven narratives, each following a different household as Samsung’s connected devices quietly make their lives easier. We cast all three simultaneously and shot in Miami, with post-production in Boston. Each story had six “beats” — moments where the tech clicks into place naturally, never feeling like an awkward demo.
How will you simplify your everyday?
Browsing a lifestyle magazine, not scrolling a product catalog.
Stories you could shop
The experience lived inside samsung.com as a brand-new Smart Home category. We built a landing page with a “Quizzard” — a quiz-meets-wizard that routed you into a story based on your interests or the devices you already owned.
Each story had shoppable pages woven in, so you could grab the exact products you just saw in action. Plus Quick Start Guides that took the intimidation out of setting everything up. The whole thing was designed to feel like browsing a lifestyle magazine, not scrolling a product catalog.
From screen to sixty feet of screen
After the site launched, we helped Samsung reimagine our content for IFA Berlin, one of the biggest consumer electronics exhibitions in the world. The centerpiece was a seven-panel experiential display with a main screen measuring 60 feet wide by 10 feet tall. Seeing work I’d written for a browser fill an entire wall in Berlin was a career highlight I did not see coming.
This project kicked off a two-year creative partnership with Samsung on Connected Living. The following year, we’d take the same storytelling approach and produce 12 new videos remotely during the pandemic, shot in Seoul, directed from New York, across 14 time zones.
3 stories
each following a different household and Samsung ecosystem
IFA Berlin
a 60-foot experiential display at one of the world's largest tech expos
2-year run
kicked off a multi-year creative partnership with Samsung
Lead writer and story experience designer
I wrote the narratives and the UX copy, then stayed hands-on through casting, wardrobe, and on-set production to keep the storytelling true from script to screen.
Story Page prototype
Frictionless Family
Epic Party
IFA Experience