Creative Direction
Samsung needed a visual system and brand to pull together a campaign focused on celebrating holidays across the globe. The brand system needed to flex for any designer, in any country, transcend languages and bring both common and uncommon holidays together.
Starting with common expressions, onomatopoeias and emojis as our communication device, the focus shifted to color. How do we express moments that are fresh, cross borders and can be used easily by designers at agencies around the world…distill them and allow for flexibility. Peonies speak to our love for mom, vibrant neons coupled with more muted tones speak to deciding how to get ready for the new school year, they all come together in our color wheel.
The campaign rolls out starting with Mother’s Day 2023 and will cross media billboards to banner ads, reinforcing the need for bold simplicity that accommodates the addition new product lines, launches and every celebratory moment.