As the ACD for the Samsung Mobile US channels on Social Media, we have to participate and create posts for the key holidays.

Samsung Miniature Series

Accolades

Gold Addy 2024 - Social Campaign

Mini Scenes

Miniatures are popular on TikTok. We took advantage of the Galaxy Flip4 and Fold4’s unique form factor to create miniature content that would be relevant for Samsung.

I directed the production with Sarah Nimeh. We created 3 TikToks in one day to get the most out our studio time and adhered to Samsung’s strict production guidelines to meet their standards of visualizing their devices.

Best Friends Day

Samsung reached out to help promote a BudsPro giveaway on National Best Friends Day. We figured that two best friends would sit on a swing together sharing a tune. We also prompted engagment on Twitter and duets on TikTok asking our audience to post the song they'd share with their bestie for a chance to win.

Shout out to my collaborators

Ken Lowery - Creative Director
Cortney Pace - Associate Creative Director
Christina Rodriguez - Senior Art Director
Kelsea Zwerneman - Senior Art Director
Jill Darrow - Art Director
Danielle Dawson - Copywriter
Chandler Dear - Copywriter
Sarah Nimeh - Producer
Rachel Svatos - Producer

Pi Day

IBM Celebrates Pi day every year to engage with the STEM communities across social media. In 2021, I was assigned the campaign, but I wanted to make sure we were getting the most out of the holiday. After some research, I found that IBM named a system after Pi after the system’s 360 degrees of performance. I took the chance to educate IBM’s followers of its rich history in a timely manner.

As the ACD for the Samsung Mobile US channels on Social Media, we have to participate and create posts for the key holidays and trending moments.

Social Trends and Holidays @ Samsung Mobile US

April Fools

Samsung had a taste for the absurd when it came to April Fools based off of previous projects we created for the brand. We wanted to level-up the April Fools Prank we created the previous year with something that would really surprise people.

Everyone has a seltzer, why not Samsung? We asked our followers to pre-order now but it ended up being a classic Rick Roll situation. Sorry not sorry! This project was incredibly fun and wouldn’t have been possible without the help from the CGI team at Chiel.

Jiggle Jiggle

Remember my money don’t jiggle jiggle, it folds? It’s a popular TikTok sound from 2022 that swept the platform. Do you know what else folds? The Galaxy Flip and Fold of course.

We dropped everything and jumped on the trend with the in-house CGI team at Cheil to create a video that felt slick and premium, while also referencing the popular sound.

The emphasis on timing really paid off. We received over 10 million views on the TikTok. Our average views on TikTok at the time was about 6,000 views.

Easter

Samsung wanted to call out Easter without saying Easter. Although this is a religious holiday, Easter is bright and fun enough to be enjoyed by all. We knew if we leaned into the bright colors, we could create something show-stopping on the feeds and FYPs of our followers.

We placed the eggs and the devices side-by-side. The eggs may have candy, but the Buds2 case has ear buds and the S22 Ultra has an S Pen. Possibly not as great as Easter candy, but pretty close.

On TikTok we created a game with the still images asking our followers if they could catch a screenshot of the eggs open.

On Instagram we created a story where folks were prompted to tap to open the eggs.

Shout out to my collaborators

Ken Lowery - Creative Director
Cortney Pace - Senior Art Director
Kelsea Zwerneman - Senior Art Director
Danielle Dawson - Copywriter
Chandler Dear - Copywriter
Mark Van Duinen - Lead Producer
Cylndr - Producers

Pride 2019 @ IBM

A total Pride take-over

To celebrate the 50th anniversary of Pride, we wanted to make sure everyone knew IBM stood with the LGBTQA+ community by executing the most comprehensive campaign we’ve ever done. At the end of May, we archived every post on the Instagram feed and replaced it with 15 colorful images that made a rainbow on our feed. Then over the course of the month, We featured 8 IBMers and told their story.

Over a two day shoot, we recorded over 12 interviews, and then chose 7 people to feature on our channels. Our 8th person was Edie Windsor, an IBMer whose 2013 court case overturned the Defense of Marriage act so she should finally claim her wife as her partner. We received permission from her estate to tell her story.

Instagram Stories

We posted two stories weekly all of June featuring edited clips of our interviews. Half of the stories ended in an Instagram sticker question “What does Progress and Pride mean to you?” featuring answers from our audience and other interviewees.

Twitter

On Twitter, we posted a gif once a week featuring an interviewee and a hero video to start off the month.

Acclaim

The campaign was a major success with great feedback, but we got the best feedback from LinkedIn. Click here to read the whole article

Shout out to my collaborators

Liz Kauff: Wise Social Creative Lead/Dog Lover
Nicole Shevlin: Social Strategist from another world/Disney Fanatic
Cynthia Wright: Producer/Muscle Lady
Renee Edwards: Product Owner/My boss
Entire IBM Corporate Team

Giphy Animations for IBM

IBM needed easy ways to reply to people on social media while also making it scalable for their many fans. That’s when we turned to Giphy as the best place for a live repository for gifs and imagery, then anyone can use these gifs as reactions anywhere Giphy is enabled online. Instagram Stories, to X(Twitter) comments, now our community management team could pick and choose gifs to create easy replies or pepper them on any Instagram Story. We continued to create them for certain campaigns to help spread company pride but also show how modern IBM has become over the years.

During my time at IBM, the gifs accrued over 8 million views across all platforms without paid support.

IBM Cloud

On the IBM Cloud team, we were asked to support campaigns and Cloud marketing initiatives with simple graphics and illustrations.

Galaxy Chromebook2: Red Hots Render

Samsung wanted to promote their special Fiesta Red Galaxy Chromebook2 on Twitter and Instagram. Working with the Cheil Dallas VFX team, we created playful Red Hots packaging inspired by Omega Mart’s wild products.

Copywriter: Geoff Johnston
Creative Director: Ken Lowery