As Director for Samsung Galaxy A at W+K Amsterdam, I led one of the network's largest and most demanding accounts during its first chapter in the Amsterdam office, growing the business from the ground up. In close partnership with teams in Suwon, we developed Awesome Is For Everyone—a brand platform that began as a creative strategy and evolved into a guiding business framework shaping product roadmap, distribution, partnerships, sponsorships, and events.

The work focused on a simple truth at the heart of Samsung: great technology should be accessible to everyone. We brought that belief to life through real creators, Global South shooting locations, and stories rooted in marginalized cultures, embedding inclusivity into both the work and the way the brand shows up in the world. During this time, Galaxy A became the most popular family of Android devices on the planet.