The project spanned product photography and commercial production, brought to life through close collaboration with photographers, directors, and production teams.
Deliverables
Pre-production planning and creative oversight
Lighting direction and prop styling guidance
Storyboards and commercial scripts
Set design and on-set art direction
Product photography assets
Campaign visuals for launch across web and social
Year
2024 - 2025
Role
Creative Director
Agency
Razorfish
Styling
Simplicity and balance
Maintain a clean, uncluttered appearance. Every item should have its place, with balanced spacing between them.
Symmetry and alignment
Use symmetry to create a sense of order. Our fridges should feel well-stocked but not cluttered. Utilize stacking and taller items to fill vertical space.
Color coordination
Use a harmonious color palette that doesn’t pull too much attention from the product itself. Avoid clashing colors and overly busy patterns.
Dynamic camera movements and strategic lighting were key to adding depth and dimension to the shoot—subtly gliding around the products to highlight textures, finishes, and design details, while using light to sculpt and elevate every frame.
We crafted a full suite of campaign visuals to support the launch across web, social media, and digital platforms—ensuring consistency and impact at every touchpoint. Each asset was designed to bring the product’s innovation and style to life in a cohesive, compelling way.
The art direction delivered sleek, high-end videos and visuals that captured the innovation and premium feel of Samsung’s new Bespoke AI collection.
Campaign Performance & Market Impact
Sales Milestones
The Bespoke AI appliances achieved remarkable commercial success, quickly establishing Samsung as a market leader in both South Korea and the United States. In South Korea, the collection became a household staple, celebrated for its blend of design and smart functionality. Meanwhile, in the U.S., the line outperformed expectations—driving a surge in premium appliance sales and helping Samsung solidify its position as a top-tier brand in the highly competitive smart home category. This cross-market success not only underscored the global appeal of the Bespoke line, but also proved that consumers everywhere are ready to embrace appliances that are as intelligent and personal as the homes they live in.
Strategic Sales Goal
Samsung aims for Bespoke AI-powered devices to comprise 70% of its total home appliance sales by the end of FY25, underscoring the strategic importance and anticipated growth of the Bespoke AI line.