samsung everyday sustainability

Role: Art + Design Direction
with illustration from Yukai Du

Insight

Samsung wanted to spotlight its sustainability efforts in a way that would resonate with Millennials and Gen Z—audiences who expect both transparency and authenticity.

The creative challenge: translate a dense, 100+ page sustainability report into engaging, social-first content that felt clear, relevant, and globally inclusive.

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Idea

We created Samsung Everyday Sustainability, a visual campaign that made complex environmental initiatives feel personal, approachable, and actionable. The campaign reframed sustainability as something consumers could participate in every day, through the choices they make with Samsung’s products, packaging, and services.

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Execution

I led the Art and Design Direction, distilling technical language into narrative-driven visuals and storyboards. I presented and defended multiple illustrative approaches to Samsung’s newly appointed EVP, navigating a mid-project creative pivot and cross-cultural communication. I originally brought in London-based illustrator Yukai Du to collaborate on visuals. Due to client feedback we brought the illustration and animation in-house, developing a minimalist yet tonally playful approach that felt more true to brand.

Outcome

The campaign translated complex corporate sustainability into clear, empowering stories for a global audience. It marked a tonal and visual shift for Samsung’s social presence, while building trust and understanding around its environmental goals. The EVP praised the final direction, which became a creative benchmark for future sustainability storytelling across the brand.