Role:
Art Director
Art Director
Overview:
As an Official Partner of the NCAA, Samsung introduced Galaxy AI through a campaign that celebrated the excitement, energy, and emotion of college basketball.
Rather than focusing solely on product features, the campaign connected Galaxy AI with the moments that make sports unforgettable—capturing, sharing, and experiencing every play through Samsung's latest technology.
The Challenge:
March Madness is one of the most competitive advertising moments of the year.
The challenge was to create a campaign that felt authentic to college basketball while naturally integrating Galaxy AI into the fan experience across physical and digital environments.
Creative Approach:
The visual system combined dynamic athlete photography, bold typography, and Samsung's premium design language to create a campaign that felt energetic, modern, and unmistakably tied to the excitement of tournament season. Ending the spot with an animated endcard concepted by me.
Outcome:
Launched as part of Samsung's NCAA partnership, the campaign introduced Galaxy AI through an integrated creative system designed to engage fans across multiple channels during one of the year's biggest sporting events.
Reflection:
Sports marketing moves quickly, but consistency is everything.
This project reinforced the importance of building flexible visual systems that can adapt across large-scale campaigns while preserving a unified brand experience from arena signage to social media
