Samsung — Wonderful Together Campaign

About This Project

The Setup

Samsung’s B2C advertising needed messaging and design that stayed unmistakably Samsung across every print and digital placement. Samsung was asking people to see its products differently. A Smart TV, a Galaxy phone, a tablet and a PC weren’t separate purchases anymore. They were one connected experience that brought people closer and let their photos, shows and music move freely between screens. The challenge was telling that story consistently, so a magazine page, a banner ad and a store wall all felt like the same brand making the same promise.

What I Led

I was the creative director and lead designer on Samsung’s core messaging and B2C advertising. I helped shape the messaging framework, with Wonderful Together as the brand promise and “Connect your world. Expand your galaxy.” as the campaign platform. Three clear pillars sat underneath: share, watch and control. From there I designed the work across every channel: print ads, digital and social, in-store experiences and the brand system that tied it all together. The idea behind all of it was connection in two senses. Families and friends connect with each other, and their content flows seamlessly across all their devices.

What We Delivered

We delivered the core messaging and the B2C ad designs, including the banner ads for the Curved UHD TV campaign, which put the world’s first Curved UHD TV in the middle of a gladiator arena so the curve pulled viewers into the action. The system carried into full-page print, an online hub, social content and in-store pieces, from experience walls and window takeovers to shop-in-shop displays and point-of-sale. Every touchpoint shared the same deep Samsung blue, the same flowing light graphics and the same promise: everything you love, connected and better together.