Most smart homes overpromise and underdeliver. For Samsung, we showed a version of AI that actually feels natural. As Lead Designer + Art Director, I defined the visual world of Samsung’s SmartThings ecosystem–designing the on-screen UI, lighting behaviors, motion, and micro-interactions that made advanced tech feel intuitive, human, and effortlessly alive.
Results include the #1 highest-performing campaign in Samsung appliance history and 1.2B impressions across awareness, consideration, and purchase intent.
We created four :30s to bring this to life.