Samsung Library
IMAGINING AN IMAGE LIBRARY
Samsung is the undisputed leader in TV innovation and when it came time to launch their latest lineup, they needed more than just stunning product shots. They needed an image library that could communicate versatility, aspiration, and relatability all at once. The ask was to capture not just what the TVs look like, but how they live in the world—through the eyes of the people who use them.
I helped lead the vision and execution for this campaign from the ground up, with a particular focus on previsualization and production planning. Working from consumer insights, we developed a series of interconnected audience profiles: young professionals, families, roommates, each representing a distinct way of living and watching. But instead of treating these personas as isolated moments, we brought them together into a social ecosystem, imagining how their lives intersect across shared spaces, habits, and relationships.
This approach allowed us to build a cohesive narrative arc across the entire image library, but executing it required extraordinary precision. With only two days of access to our location and a number of shots tied to specific times of day, we couldn’t afford improvisation. I led a tightly orchestrated storyboarding process to ensure we captured exactly what we needed. We modeled the space in 3D, explored angles, simulated lens choices, and calculated exact distances from subject to camera, essentially pre-lighting and pre-blocking every scene before we stepped on set.
The result was a human-centric image series where every detail, from composition to lighting to talent casting, felt authentic to each story while serving the versatility of the product. The Samsung TVs weren’t just shown; they were embedded into the fabric of people’s lives. Whether it was a couple watching prestige dramas in a minimalist apartment or friends gaming in a bold, tech-forward den, the images and videos reflect a lifestyle where technology is an enabler of connection, relaxation, and joy.
