Samsung
IFA 2024
Seamlessly uniting stage and screen to deliver on Samsung’s vision of a more human role for AI
IFA is the CES of Europe - a massive consumer electronics show at which Samsung’s block-busting press conference is one of the main events.
As the Creative Director I marshalled a team of designers, animators and show directors to deliver the stage, content and show design, as well as an overarching strategy of delivering a more human and relatable vision of how AI can help us in our daily lives.
For the stage, the brand’s key thematic visual was extruded into a series of scenic flats, with four hero, AI-enabled products representing four product divisions. These programmable, edge-lit LED designs pulsed, glowed and danced at key presentation moments, complemented by onscreen animations that showed the ‘helping hands’ of AI as they relatably dramatised AI’s often unseen work in simplifying everyday tasks.
The result was a slick, theatrical and interactive conference that seamlessly blended screen and stage - whilst also delivering other memorable moments in the form of an AI-upscaled video of Albert Einstein at IFA 100 years ago, a live seflie taken by Samsung Ring, and a magical set piece that celebrated Samsung’s Wicked partnership.
Samsung
IFA 2023
Telling the story of the SmartThings ecosystem through the ‘Connections that matter’
I led a pitch-winning response for IFA 2023 - the first in multiple activations for Samsung across a two-year period.
Our approach to tell the story of the SmartThings ecosystem was to not just focus on product features, but the real-life contexts through which Samsung make life easier and more enjoyable. The key creative conceit was three ‘moments of magic’. Pre-filmed sequences, shot with actors in a Samsung brand home, showed the life of a multi-generational family - who then seamlessly left the screen to step onstage for key product moments and demonstrations.
I led the creative development of the show, from the overarching creative theme to the design of the onscreen content and onstage interactions, working closely with animators and writers to tell a seamless and compelling story anchored in the SmartThings ecosystem and the overarching theme of the ‘Connections that matter’.
