Samsung Master It
Full-service creative direction and production for Master It – an expert-led content series and article features aimed to help all creators level up their skills.
As the creative director for this series, my involvement began with the conception of the idea all the way through the execution and delivery of each episode. Working with the strategy team at Razorfish, I pitched the concept of an episodic series made up of easy to share tips and tricks that covered Samsung’s content pillars: Photography, Life hacks, Entertainment and Gaming. We leaned in on photo and videography to capture high-tier customers interested in content-creation.
Through pitching the series, my team crafted a playful look & feel for the series identity that would quickly standout from other Samsung content. We used an array of modular shapes and colorways to add variety to each episode and article published. Using our quarterly content calendar, we selected specific topics to focus our episode content around. Then identified different creators and influencers to brief and create a Master It with.
I was key in launching the series, briefing and working directly with the talent, and maintaining the success of every single episode.
Expert-led tips & tricks
Samsung Master It is a video and article series where you can learn the best tricks and tips for creating iconic content on your device. Each episode is hosted by a different expert who focuses on a particular style and takes you through a crash course of making content using their signature techniques. Paired with a video, the articles outline step-by-step processes so you can follow along and share on social.
The TaskTransform the perception of Samsung from a tech-focused company into one that champions self-expression, individuality and creativity. To stand out and redefine Samsung as the Creator’s choice, especially in the eyes of new and younger audience.
Approach & ProcessTrusted voices create a bigger impact. My team discovered that today’s audiences value creators who reflect their individuality and creative spirit. Master It focuses on collaborating with influencers and established tastemakers known for their unique artistry and storytelling to help build brand equity. We handpicked talent who had a clear vision and devoted following, ranging from 50k to 1m on social media.
Each episode was hosted by a different expert who focuses on a particular style. Paired with a Samsung device, they guide the audience through a step-by-step process on creating content using their signature techniques. Combined with an article covering their tips, elements from the video are broken out to outline key steps viewers can learn.
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Blue Hour with Karl Shakir
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Candlelight Portraits with Marlyn Hue
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Night Cityscapes with Michael Shainblum
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Dramatic Dramatic Low-Light Videos
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Light Painting with ...
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Giving your Portraits Some Love
How to shoot Candlelit Portraits with Marlyn Hue
Debuting a variety of episodes
Aiming at specific styles and calendar relevant trends, my team scouted and briefed a diverse cast of experts to lead our episodes. Ranging from lowlight videography to Valentine's Day portraits, there's a video for any type of creator who wants to make something new with their Samsung phone.
Create stunning light paintings
Maybe you want to turn a hobby into something more. Maybe you want to launch a business.
Unique ways to use your Samsung Galaxy Z Flip
Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world.
Establishing a modular identity
To unite each episode within the series, we created an identity system that utilized a wide color palette and collection of set motion graphics.