Samsung
Connected Living
Worked as a creative lead in collaboration with a team in Seoul to conceive, create and produce stylized short stories showcasing the Samsung Smart Home. Emphasis on concept, scriptwriting, and stylist + hair makeup consultation.
12 videos, 5 days, 14 time zones apart
When the pandemic hit, our original plans for a New York production flew right out the door. We ended up collaborating with a production team in Seoul, navigating extreme timelines, opposite time zones, and a serious language gap. The entire shoot happened over 5 days in a studio outside of Seoul, with our US team glued to a live monitor feed giving real-time feedback at some very unreasonable hours.
We built the whole set to be modular — movable walls and platforms that could be rearranged between shots for fast scene transitions. My focus was on the scripts, casting direction, and making sure the styling, hair, and makeup told the right story — warm, aspirational, and human. The goal was to make smart home tech feel like something you’d actually want in your life, not a product demo.
Mini-stories that work in any language
Each of the twelve videos follows a different scenario where Samsung’s connected devices make life a little easier, the scary movie night, game day, the dinner hero. We used the same modular set and cast of characters to build out these little worlds, writing stories simple and visual enough to play globally without losing their charm.
