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 deliver clear, consistent, and impactful messaging across retail environments worldwide.

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 strategic insights and was delivered through digital signage, experience kits, and custom in-store phone content.

We also developed concepts to drive the retail launch of the Samsung S10, providing strategic digital/physical activations that informed other agencies' regional approaches.