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Tangible Touchpoints
Immersive. Intentional. Impactful.
Designs that bring brands to life with impactful experiences
01
NewFronts 2025
Challenge
Samsung Ads needed to stand out in a crowded NewFronts landscape—showcasing innovation, driving advertiser excitement, and articulating a compelling vision for the future of TV advertising.
Samsung Ads needed to stand out in a crowded NewFronts landscape—showcasing innovation, driving advertiser excitement, and articulating a compelling vision for the future of TV advertising.
Solution
As Creative Director and Executive Producer, I led the cross-functional team that brought our 2025 NewFront activation to life—from core concept to execution. Designed to be bold, cinematic, and future-forward, the show unveiled Samsung Television Network (STN), new interactive ad formats like GameBreaks and Creative Canvas, and data-driven tools like Optimal Reach and Smart Acquisition.
We crafted a cohesive narrative that translated complex ad-tech innovations into a high-impact visual story—anchored in Samsung’s scale, creative power, and performance promise.
As Creative Director and Executive Producer, I led the cross-functional team that brought our 2025 NewFront activation to life—from core concept to execution. Designed to be bold, cinematic, and future-forward, the show unveiled Samsung Television Network (STN), new interactive ad formats like GameBreaks and Creative Canvas, and data-driven tools like Optimal Reach and Smart Acquisition.
We crafted a cohesive narrative that translated complex ad-tech innovations into a high-impact visual story—anchored in Samsung’s scale, creative power, and performance promise.
Impact
Described by our SVP as “the best NewFront yet” and by our VP of Ad Solutions as “Nothing short of amazing. You make us better!” this flagship event drove widespread internal and industry buzz. With over 88 million monthly active users and a 30% YoY viewership increase on Samsung TV Plus, the NewFront set the tone for Samsung Ads’ leadership in the CTV space—equipping our salesforce with a story that resonated and a platform that delivered.
Described by our SVP as “the best NewFront yet” and by our VP of Ad Solutions as “Nothing short of amazing. You make us better!” this flagship event drove widespread internal and industry buzz. With over 88 million monthly active users and a 30% YoY viewership increase on Samsung TV Plus, the NewFront set the tone for Samsung Ads’ leadership in the CTV space—equipping our salesforce with a story that resonated and a platform that delivered.
Credit: Creative Director/Executive Producer
Agency: Samsung Creative Studio, Loyalkaspar, Agency Be
EVENTS AND ACTIVATIONS
NewFront
SC25
CES25
02
SC25 Bold by Design
Challenge
For 2025 Samsung Ads challenged leadership to show how the team would be BOLD and dare to be different in 2025? The job of NASB Marketing was to help bring to life what bold opportunities each team would deliver to customers in 2025 and inspire all client facing team members across the organization to follow the charge.
For 2025 Samsung Ads challenged leadership to show how the team would be BOLD and dare to be different in 2025? The job of NASB Marketing was to help bring to life what bold opportunities each team would deliver to customers in 2025 and inspire all client facing team members across the organization to follow the charge.
Solution
As Creative Director and Executive Producer, I led the cross-functional creative teams from the winning core concept of “Bold by Design” to the personal touches of interstitials from star team members to help drive momentum and pace throughout the show.
While Leadership and our Brand Marketing and Sales Program teams worked together to create the narrative, we brought it to life in impactful presentations, inspiring and insightful videos and beautiful activation materials.
As Creative Director and Executive Producer, I led the cross-functional creative teams from the winning core concept of “Bold by Design” to the personal touches of interstitials from star team members to help drive momentum and pace throughout the show.
While Leadership and our Brand Marketing and Sales Program teams worked together to create the narrative, we brought it to life in impactful presentations, inspiring and insightful videos and beautiful activation materials.
Impact
Described by attendees as “Each year, we continue to up our game and this year was the best yet.”, “Would rank this as the best Sales Conference since starting at Samsung 5+ years ago.”
Described by attendees as “Each year, we continue to up our game and this year was the best yet.”, “Would rank this as the best Sales Conference since starting at Samsung 5+ years ago.”
Credit: Creative Director/Executive Producer
Agency: Samsung Creative Studio, Loyalkaspar, Agency Be
EVENTS AND ACTIVATIONS
newfront
SC25
CES25
03
CES25
It’s not about us. It’s about results.
Challenge
For our clients, CES can be a lot. It’s crowded, chaotic and full of meetings and obligations.
For our clients, CES can be a lot. It’s crowded, chaotic and full of meetings and obligations.
Solution
In 2025, Samsung Ads showed up at CES in a bold and refreshing way to bring to life our new brand identity. We used CES as our brand refresh coming out party and provided a welcome break for our clients amidst the chaos of CES. In our approach for 2025, we wanted meeting with us at CES to be additive, impactful and memorable - not another box to check.
In 2025, Samsung Ads showed up at CES in a bold and refreshing way to bring to life our new brand identity. We used CES as our brand refresh coming out party and provided a welcome break for our clients amidst the chaos of CES. In our approach for 2025, we wanted meeting with us at CES to be additive, impactful and memorable - not another box to check.
Impact
Described by the Samsung Ads team as: “Each year, we continue to up our game and this year was the best yet.”, “Would rank this as the best Sales Conference since starting at Samsung 5+ years ago.”
Described by the Samsung Ads team as: “Each year, we continue to up our game and this year was the best yet.”, “Would rank this as the best Sales Conference since starting at Samsung 5+ years ago.”
Credit: Creative Director/Executive Producer
Agency: Samsung Creative Studio, Modicum, Agency Be
EVENTS AND ACTIVATIONS
newfront
sc25
CES25