Three stories. Two cities. One connected life.

Samsung’s smart home tech had been around for years, but most people didn’t understand how their devices could actually work together. Samsung had been promoting features, we needed to promote the feeling.

I wrote three story-driven narratives, each following a different household as Samsung’s connected devices quietly make their lives easier. We cast all three simultaneously and shot across New York and Miami, with post-production in Boston. Each story had six “beats” — moments where the tech clicks into place naturally, never feeling like a demo

Stories you could shop

The experience lived inside samsung.com as a brand-new Smart Home category. We built a landing page with a “Quizzard,” a quiz-meets-wizard that routed you into a story based on your interests or the devices you already owned.

Each story had shoppable “Shop the Moment” pages woven in, so you could grab the exact products you just saw in action. Plus Quick Start Guides that took the intimidation out of setting everything up. The whole thing was designed to feel like browsing a lifestyle magazine, not scrolling a product catalog.

From screen to sixty feet of screen

After the site launched, Samsung repurposed our content for IFA Berlin 2019 — one of the biggest consumer electronics exhibitions in the world. The centerpiece was a seven-panel experiential display with a main screen measuring 60 feet wide by 10 feet tall. Seeing work I’d written for a browser fill an entire wall in Berlin was a career highlight I did not see coming.

This project kicked off a two-year creative partnership with Samsung on Connected Living. The following year, we’d take the same storytelling approach and produce 12 new videos remotely during the pandemic — shot in Seoul, directed from New York, across 14 time zones.