Samsung
Galaxy S10/S10+

To launch the Samsung Galaxy S10/S10+, I oversaw other writers in developing the messaging toolkit that Samsung and its partner agencies used to give clear, consistent, and impactful messaging in retail environments around the globe.

This messaging included naming features, and providing impactful short and long-form copy to describe those features (i.e. "cinema-grade display", "pro-grade camera", "the power is yours to share").

Working directly with Samsung HQ in Korea, this messaging delivered on the strategic insights and lived in digital signage, experience kits, and custom content on the phone in stores.

We also developed concepts to activate the launch of the Samsung S10 at retail, providing strategic digital/physical activations that lead the thinking for other agencies to leverage in their regions.