2025 (Team)
Contribution: Campaign Core Concept Development (Lead)

Responding to a client brief for a minimalist and unexpected aesthetic using minimal elements, I developed the "Holiday Within" concept. The design anchors on a strategic visual twist: what appears to be a classic ornament reflection is revealed to be a scene captured within a Samsung display. To achieve this, I strategically linked the light reflected on the ornament to the product's surface, creating a seamless connection between traditional nostalgia and modern innovation. This narrative reframes the device as a "vessel" for holiday magic and was executed as the Official Global Key Visual Guideline for all regional markets.

AI GENERATED CONCEPT DEVELOPMENT

To visualize the core "Holiday Within" narrative, I integrated Generative AI into the initial ideation phase to pressure-test creative hypotheses. These concepts were engineered to explore the seamless visual journey from a detailed, traditional holiday scene reflected within an ornament to the abstract, metallic textures of the Samsung products.

• Concept A (Ornament Reflection): Illustrates the initial, deceptive reflection of a warm, traditional Christmas tree scene within a bauble, establishing the emotional hook.
• Concept B (Product Texture): A close-up exploration of the metallic, reflective surfaces of the washing machine drum, showing how the holiday lights would interact with the product's materials.
  
  

These AI-generated visuals served as the foundational blueprint, guiding the subsequent 3D modeling and rendering process to ensure the final global output accurately captured the intended mood and visual twi

Note: These images represent the early phase and conceptual visual studies conducted to define the creative direction.