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Project
Samsung Product Sizzle Videos

AGENCY/CLIENT
Razorfish / Samsung 

ROLE
Art Director

deliverables
Video Production

overview

I creatively directed sizzle reels that positioned Samsung as a leading force in the tech space.

Samsung B2B Sizzle

Samsung was looking to expand their B2B sector with a sizzle reel that could both inspire and sell, positioning their device as an indispensable tool for business. The goal was to spotlight key product KPIs while crafting a narrative that elevated Samsung as a serious contender in the B2B solutions space. As Art Director, I shaped the creative direction—guiding the visual storytelling, pacing, and design approach—so that the final reel not only showcased the device’s capabilities but also delivered an elevated, polished production that resonated with business audiences.​

Responsibilities:

  • Co-wrote the script, weaving in product KPIs while shaping an aspirational story tailored for Samsung’s B2B audience.

  • Collaborated closely with copywriters, producers, and production teams in New York to direct multi-day shoots and capture the product at its best.

  • Oversaw post-production, including editing, sound mix, voiceover, and motion graphics, ensuring the final sizzle reel delivered both impact and polish.

Retail Mode Sizzles

When you preview a device in-store, the first impression matters. That’s where retail mode sizzle reels come in—short, dynamic videos designed to showcase exactly what a device can do and why it’s worth owning. For Samsung, these reels were critical tools to both inspire and inform customers right at the point of sale. As Art Director, I led the creative vision for these pieces, ensuring the storytelling, visuals, and product features worked together seamlessly. The result was a set of compelling retail experiences that not only highlighted Samsung’s innovation but also helped drive customer confidence and sales.

Responsibilities:

  • Led the creative direction and art direction for multiple sizzle reels, balancing storytelling with product performance metrics.

  • Collaborated closely with: copywriters, editors, motion designers, producers and directors to ensure the visuals were both highly polished and strategically aligned with Samsung’s brand promise.

  • Oversaw the integration of KPI-driven messaging into scripts and visuals, ensuring that the content informed, persuaded, and resonated with consumers

  • Directed the look, pacing, and narrative flow of the reels, making sure the end product felt elevated and competitive.

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