Not So Genius After All.

As The Design lead on Samsung’s 2024 campaign, I helped lead a bold creative approach aimed at breaking Apple’s spell over loyal users by spotlighting former Apple Geniuses who made the switch to Galaxy.

Working with director Eric Wareheim, we built a sharp, cinematic series that blended dry humor with a premium visual identity. more Netflix doc than ad.

From pacing to motion design, every detail highlighted Samsung’s innovation in foldables, AI, and beyond, turning a simple product comparison into a cultural conversation, leading to a clio Award win in the process.