I led the Art and Design Direction for Samsung Everyday Sustainability, a social-first campaign that showcased how Samsung’s products, packaging, and services empower consumers to make simple, sustainable choices in their daily lives. My primary challenge was distilling insights from a dense, 100+ page sustainability report into creative, engaging content that resonated with Millennials, Gen Z, and global audiences.

I developed multiple illustrative approaches and storyboards, presenting and defending concepts to Samsung’s new EVP while navigating a language barrier. Recognizing an opportunity to elevate the campaign’s visual appeal, I collaborated with Yukai Du, a London-based illustrator and animator originally from China. Together, we created approachable, informative illustrations that effectively educated consumers on incorporating sustainability into their everyday lives.

Beginning animation comp to show copy integration option

Beginning animation comp to show copy integration option

Samsung’s new EVP had joined the team as the project was already underway, resulting in a pivot in our approach from a textural and expressive illustration to a more minimal design.