Digital / UX
SamsungConnected Living Experience
Lead writer and story experience designer for a strategic revamp of Samsung’s connected living devices as a lifestyle brand. Provided creative direction and collaboration at every level of production from UX design to script to casting to on-set production with an emphasis on art department, wardrobe, hair and makeup.
Role
Lead Writer & Story Experience Designer
Client
Samsung
Discipline
Digital / UX
Story Page prototype
Three stories, three households, one connected life.
Samsung had been promoting features. It needed to promote feeling.
Samsung’s smart home tech had been around for years, but most people didn’t understand how their devices could actually work together. The product pages listed specs. What was missing was the feeling of a home that just works. That feeling comes to life in a story, the story of connected devices woven into real, everyday lives, subtly making them easier, smoother. Show people that, and the tech stops being abstract and starts being something they want to welcome home.
How will you simplify your everyday?
Browsing a lifestyle magazine, not scrolling a product catalog.
Stories you could shop
I wrote three story-driven narratives, each following a different household as Samsung’s connected devices quietly make their lives easier. We showed six beats apiece, moments where the tech clicks into place naturally instead of interrupting like a demo. The stories lived inside samsung.com as a brand-new Smart Home category, 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 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 setup. The whole thing was designed to feel like browsing a lifestyle magazine, not scrolling a product catalog.
From browser screen to 60-foot screen
Making the stories real meant casting all three households at once and shooting in Miami, with post-production in Boston. I gave creative direction across the whole production — script, casting, and a heavy emphasis on the art department, wardrobe, hair, and makeup — so every frame felt warm and lived-in instead of staged.
After the site launched, we reimagined the work for IFA Berlin, one of the biggest consumer electronics shows in the world: a seven-panel experiential display with a main screen 60 feet wide and 10 feet tall. Seeing something I’d written for a browser fill an entire wall in Berlin was a career highlight I did not see coming.
It kicked off a two-year Connected Living partnership with Samsung. The next year, we’d take the same storytelling approach and produce 12 new videos remotely during the pandemic, shot in Seoul and directed from New York across 14 time zones.
Story Page prototype
Frictionless Family
Epic Party
IFA Experience