SAMSUNG

Global

As the Director for the Galaxy A team, one of the biggest accounts at W+K Amsterdam, I was super proud of all the work we created with our partners in Suwon.

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Not only is the work wildly creative, but it also gets to the truth of what Samsung has always been about: great technology for everyone.

We created AWESOME IS FOR EVERYONE that began as a brand strategy that has now led to the business strategy that drives Samsung's product roadmap, distribution strategy, partnerships, sponsorships and events as well as the advertising.

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By realizing that truth, and bringing it to life for EVERYONE was key. We did it through a talented cast of real creators, finding global south shooting locations, highlighting marginalized cultures, and pushed a mindset of inclusivity.

Meanwhile during this time Galaxy A Series has become planet Earth's most popular family of Android devices.