Advertising Campaign Concept

Company Introduction: Samsung is a world-leading technology company shaping the future of mobile, electronics, and digital innovation globally.

Project Introduction: As a personal project, I developed a creative campaign for a (not currently existing) Samsung phone. To devise the concept for this campaign, I studied aspects including brand values and identity, vision, positioning, and market insights, as well as concepts executed in previous Samsung campaigns.

Campaign Concept: For this concept, I focused on the idea of “seeing more,” using scale and elevation as a metaphor for expanded perspective. The mountain imagery emphasizes openness and possibility, while the copy remains minimal, allowing the visual to carry the message. Rather than highlighting specific features, the concept positions the phone as an intuitive tool for experiencing more of the world, aligning with Samsung’s confident, understated brand voice.

Both designs use original copy paired with an image of mountains I captured in Switzerland, chosen to visually reinforce themes of scale and expanded perspective.