Seventeen countries. One message.

I led the co-agency Samsung account in partnership with Leo Burnett. This multi-media campaign announcing their latest QLED TV sets ran around the world. Working with clients and agency teams spread out between SF, Chicago, New York, London, and Korea was a challenge, but in the end the work paid off.

Since we were translating into so many languages, we kept the copy simple.

With a language barrier + multiple stakeholders from global markets, getting our Korea-based client to align on what work they liked was challenging. We kept them focused by over-explaining our rationale whenever we could. This gave them talking points to take back to HQ.

How do you demonstrate optimized picture quality when it happens automatically as you watch? We settled on an exaggerated pixel effect.

Most markets ran accompanying social creative. Because of the variance in language and culture (and for campaign consistency) we created a few key visuals and a limited number of headlines to run everywhere. So the ad you saw in Seoul matched the one running in, say, Boston.