NOT SO GENIUS AFTER ALL.
As The Design lead on Samsung’s 2024 campaign, I helped lead a bold creative approach aimed at
breaking Apple’s spell over loyal users by spotlighting former Apple Geniuses who made the switch
to Galaxy.
Working with director Eric Wareheim, we built a sharp, cinematic series that blended dry humor with
a premium visual identity. More Netflix doc than ad.
From pacing to motion design, every detail highlighted Samsung’s innovation in foldables, AI, and
beyond, turning a simple product comparison into a cultural conversation, leading to a Clio Award
win in the process.
AWARDS
1x Bronze Clio
1x Clio shortlist
6x One Show shortlists
Webby Awards - nominated
Cannes Lions - nominated