Samsung Campaigns

As a Senior Art Director at Cheil, I led creative development for several high-profile Samsung campaigns in the China market — including celebrity-led initiatives and major new product launches.

I was involved end-to-end, from concept ideation to final execution, working closely with product teams and production houses.

My scope covered:

• TVC production and film shoot direction

• Key visual design across integrated campaigns

• Multi-platform social media campaigns

• Out-of-home (OOH) and offline creative executions

This role demanded strong creative leadership, cross-team collaboration, and a deep understanding of both branding and local market nuances.