Web3 / Metaverse
SamsungSocial Gaming, Today & Beyond
Creative direction on Razorfish's global pitch to lead Samsung into the social gaming (AKA the metaverse) world with concepts that bridged Samsung's brand story, Web3 and the social gaming worlds where its audience already lived.
Role
Creative Director
Client
Samsung
Discipline
Web3 / Metaverse
How does a global tech brand show up in social gaming with substance?
Samsung didn't want a flag-planting stunt. As one of the world's biggest technology brands, it needed a point of view on Web3 and the metaverse that felt credible, useful, and unmistakably Samsung — for today, and for whatever came next.
Go where the audience already plays.
Meet the audience in the worlds they already live in
Rather than build a destination and hope people came, we brought Samsung into the social gaming platforms where its audience already spent their time, worlds like Roblox and Zepeto, with concepts that connected the brand story to real play, identity, and community in those spaces.
Don't build a space and wait. Go where the audience already plays.
Global pitch
Razorfish’s worldwide bid to lead Samsung into social gaming
Platform-native
concepts for Roblox, Zepeto, and existing worlds
Brand story
connecting Samsung’s identity to play and community
Creative director
I led the concepting for the global pitch, connecting Samsung's brand story to play, identity, and community in the worlds where its audience already lived.
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