Samsung

Role: Art Direction & Campaign Strategy

One campaign language across film, print and retail — and conversion well above the category average.

Galaxy M conversion rate: 5–12%Galaxy M conversion rate
Peak during Great Indian Festival: 15%+Peak during Great Indian Festival
Galaxy F base conversion: 5–8%Galaxy F base conversion
CTR increase via A/B testing: 40%CTR increase via A/B testing

Context

The Galaxy M and Galaxy F series consisted of multiple launches within Samsung's value-focused smartphone portfolio, each with its own features, positioning and audience.

Challenge

Build a distinct visual language for every launch and carry it consistently across e-commerce, digital, social and retail touchpoints.

Approach

01Built a distinct visual language for each Galaxy M and F series launch, shaped around the phone's key features, positioning and campaign idea.
02Developed a flexible design system across typography, colour, product imagery, graphic elements and layout.
03Translated the launch identity across Amazon and Flipkart brand stores, product pages, social, digital and retail while keeping the campaign visually consistent.
04Adapted the hierarchy and storytelling to each format, from feature-heavy e-commerce pages to fast, high-impact campaign assets.

Outcome

Directed the campaign from concept to final asset across film, print and retail. Galaxy M (Amazon India Brand Store) and Galaxy F (Flipkart) campaigns converted well above the 3 to 8% smartphone category average.

Campaign art direction system
Film, print and retail asset suite
Marketplace brand store creative
A/B test learnings

Art directionCampaignPhotography

Film

Art directed film and photography shoots with production houses, coordinating closely with photographers and talent. Focused on lighting, framing and composition to keep the product as the hero of every shot.