samsung global sustainability

Role: Design Direction
with Helen Yu

Insight

Samsung was preparing to release its 2050 sustainability goals to a global audience at a time when public skepticism around greenwashing was at an all-time high. The campaign needed to convey trust, clarity, and forward momentum, without falling into the traps of corporate vagueness or visual clichés.

The core challenge: transform a dense, 100+ page sustainability report into content that felt authentic, accessible, and social-first.

Idea

We created a campaign that visually communicated the link between Samsung’s current sustainability actions and their long-term positive outcomes, striking a tone that was aspirational but grounded. By avoiding overused visual tropes and instead juxtaposing thoughtful, artful imagery, we delivered a campaign that respected the audience’s intelligence and attention.

Instagram Reels Content

Execution

I led the design direction, distilling legal, technical, and scientific content into clear, creative storytelling fit for social platforms. To avoid visual clichés often used in sustainability messaging, I developed a minimal, artful aesthetic that used contrasting imagery to symbolize action and potential. Every frame was created to be accurate, transparent, and legally approved, yet compelling enough to earn attention in global digital spaces.

Outcome

The campaign struck the delicate balance between credibility and creativity, helping Samsung communicate its long-term goals in a way that built audience trust while setting a visual benchmark for how to talk about sustainability at scale. It stood out in a sea of sameness, avoiding greenwashing pitfalls and demonstrating Samsung’s commitment to real, measurable impact.