CREATIVE THINKING. VISUAL CRAFT. IDEAS MADE REAL.
Creating campaign ideas, concepts and visual identities for global brands.
From initial concept and art direction to design and film direction, I take ideas through to execution across integrated campaigns, social, digital, motion, print and retail — combining hands-on creative skills with AI tools to push ideas further.
SAMSUNG AI — MAKING EVERYDAY INTELLIGENCE HUMAN
Creative Direction · Campaign Concept · Art Direction · Film · Social · AI
Working with Samsung Europe Studio.AI through HH Global, I developed a pan-European campaign built around one simple principle: Emotion before technology.
The idea was to turn everyday frustrations into relatable, visually engaging stories that made the benefits of AI-powered appliances tangible. The campaign spanned social and retail films, alongside key visuals for print and digital channels, across 16 European markets.
CAMPAIGN CONCEPTING
Generative AI · Creative Concepting · Art Direction · Visual Exploration · Storyboarding
Starting with recognisable everyday frustrations, I translated technical product features into relatable, entertaining stories. A simple creative framework connected each film to the wider campaign while giving every product its own distinctive idea.
EVERYDAY PROBLEM → SAMSUNG INTELLIGENCE → EFFORTLESS OUTCOME
I used generative AI to explore creative territories, experiment with art direction and visualise concepts before production — helping push ideas further and turn early creative thinking into compelling visual stories.
SOCIAL CREATIVE
Social Campaigns · Creative Concepts · Art Direction · Paid Social · Platform-Native Content
I develop social concepts and creative assets that capture attention and communicate brand messages. From campaign ideas and visual storytelling to short-form video, motion and creative variations, I tailor content to audience behaviour, campaign objectives and platform formats.
Combining creative thinking, art direction and hands-on production, I create engaging social content for organic and paid campaigns, supporting brand awareness, engagement and conversion.
PLATFORMS: Instagram · Facebook · TikTok · YouTube
FILM & PHOTOGRAPHY DIRECTION
Creative Vision · Film Direction · Talent Direction · Shot Planning · Visual Storytelling · On-Set Art Direction · Production Management · Client Collaboration
I led the creative direction of film and photography shoots, translating the campaign concept into clear performances, carefully planned shots and a warm, premium visual style. I briefed talent, the director of photography, lighting and production teams to bring the creative vision to life.
Managing multiple shoots simultaneously, I adapted as plans changed, approved key creative decisions and kept production on track against deadlines and budgets. I ensured both 9:16 social and 16:9 retail formats were catered for, balancing human-first, platform-native social storytelling with retail films focused on product functionality.
A key challenge was planning for AI-assisted techniques that would be invisible on set, ensuring every required shot was captured and approved for the intended post-production treatment.
RAPID AI CAMPAIGN CONCEPTING THAT SCALES
The Plonk Effect (Dishwasher · AI Wash)
The washing-up always feels bigger than it should.
A single bowl becomes two, then hundreds, as an impossible mountain of dirty dishes takes over the kitchen.
Samsung AI Wash senses soil levels and automatically adjusts the cleaning cycle — leaving the kitchen calm again.
The Wrong Fit (Washing Machine)
Nobody wants to discover their favourite clothes have come out wrong.
Jeans shrink to an absurd size. A jumper sleeve becomes tiny. The situation gets increasingly ridiculous.
Samsung AI Wash detects fabrics and adjusts the wash to help protect clothes.
Don't Trust The Feed (Oven + Recipe App)
Online recipes always look effortless. Making them is another story.
A viral cloud-bread recipe spirals into colourful kitchen chaos before Samsung Food and AI Pro Cooking help get the bake back on track.
The Impossible Clean (Dishwasher)
Every dish comes with a different cleaning challenge.
Ketchup, chocolate and baking disasters create ridiculous kitchen chaos before everything goes into the Samsung dishwasher.
AI Wash senses different soil levels and adjusts the cycle for a perfect clean.
The Midnight Mystery (Refrigerator)
You plan dinner all day — only to discover someone has secretly eaten the key ingredients.
A sleepwalking midnight snacker raids the fridge, leaving the shelves mysteriously empty.
AI Vision Inside tracks what's inside, helping keep the household inventory under control.
The Forgotten Sock (Washing Machine)
We all remember something important the second the washing machine starts.
One forgotten sock becomes a ridiculous sea of mismatched socks as the washing cycle begins.
Samsung Add Garment lets you pause the wash and add forgotten items.
The Ice Avalanche (Family Hub Refrigerator)
Sometimes you only want a little ice — but things can quickly get out of hand.
One request for ice transforms the kitchen into a frozen wonderland, with cubes floating through the air like crystal snow.
Samsung Dual Auto Ice Maker provides Cubed Ice or Ice Bites™ whenever you need them.
AI-DRIVEN VISUAL PRODUCTION & POST-PRODUCTION
I integrated AI into film and photography post-production to enhance and extend campaign content, reducing the need for physical set changes and extensive retouching.
Combining traditional photography with targeted AI manipulation, I refined environments, colour, lighting and atmosphere while maintaining a premium, brand-compliant finish.
The resulting key visuals were created for digital, social, print and premium European retail environments, including Samsung’s boutique at Harrods in London.
