Design
Design, Concept, Direction I have been in the digital media industry for 12 years. Creating award wining sites, ads, campaigns, and brands from the ground up. My experience in production, animation and design all contribute to beauty and flawless management in making my clients happy. I am currently updating this page, giving you a better understanding of my role and thought processes behind my work.
Concept: Thrive | Client: Samsung Mobile | Role: Creative Lead
We were approached by Samsung Mobile to come up with… something for their new line of phones. My idea won the pitch and that idea was called Thrive. One of the key elements of the brief was sharing. After toying with several other ideas, I thought about: “You are what you share”. I thought that what you share and how much you share with your mobile phone, determines what you evolve into. If ie, you share more video than text messages, your avatar, (that starts out as an ameba), will be more animated. If ie, you share more music, your avatar will grow bigger ears, etc. The avatars can play together in a virtual world, interact and evolve, all within a Facebook app. I also developed the logo for Thrive. By relocating the dot in Samsung Mobiles “exclamation point” I created a human form, Surrounded buy all the things he/she shares.
Concept: JoyOn | Client: Samsung | Role: Creative Lead
In this project, we did more branding explorations for Samsung. I chose to focus on the joy and magic that happens, when a button is pushed. ( consumer electronics have allot of buttons ) At first, the focus of these adlobs was a more mystical result of the button push. Later on, I spent more attention on the human quality of touch, bringing the consumer closer to their senses. Ultimately I chose to use metaphor and fantasy showing what happens behind the scenes across all product types.
Concept: LED | Client: Samsung | Role: Creative Lead
Samsung wanted a full blown campaign for their new line of LED TVs in 2010. I did allot of exploration. At first I wanted to focus on the thinness of the TV, using the linear qualities to show both action and depth. The adlobs were pretty. I then re-visited a branding option I had come up with earlier, magical realism. Since our GCD, at the time came up with hyperreal, I thought, what about updating reality itself as a campaign, marketing across all channels to show our universe being upgraded to a hyperreal ultra colorful and deep in a subtle, magical way. The term hyperreal that led me to think of Star Treks holodeck which led to an installation idea. Imagine, 6 walled room made of LED TVs. You could play an immersive game, travel to another time or place or just chat with someone across the globe. More brainstorming led me to the idea of using the TVs as sculptural installation pieces that would augment reality, imposing a fantasy through the window of the TV. The trick is to film footage on site, go into post and insert a monster or whatever, then, with the TV installed on the side of a building, park or wherever, it gets played back as people gather and enjoy. The idea behind this happening is that the picture is so lifelike that it acts as a window, a window into our collective imaginations. Which led to this.
Concept: 3DTV | Client: Samsung | Role: Creative Lead
For the new Samsung 3D LED TVs I was tasked to do 2 different things. The first was to design a timeline for the history of 3D for Facebook, using the CoolIris engine. I decided to take the invention of 3D back to when perspective had been mastered, when flat iconic painting opened up to science and invited people into the paintings using scientific principles. Ultimately that lead to chiaroscuro, then photography and stereoscopic viewers, to, finaly what we think of as 3D in movies today. The Second was to come up with webcam-based augmented reality (AR). My vision was to use Papervision to create a 3D interactive webcam-based AR that can be saved, either as a ring tone for your Samsung phone or a cool 3D phone wallpaper. The examples that are shown below demonstrate how that would work.
Concept: Samsung Appliances | Client: Samsung | Role: Creative Lead
Samsung is always looking for a brand, one approach I chose to go for their initial US appliance campaign was magical realism. (reality based fiction with just a hint of fantasy) I saw Samsung as a creator of technologies that bring magic into our lives, every time we push a button, magic happens. The following are just a few adlobs to set the tone. The Second approach was that life is too short, go out and enjoy the world around you while we take care of your home.
Concept: Samsung Appliances | Client: Samsung | Role: Creative Lead
Samsung wanted to bring their brand to the front of a very competitive US appliance market, and since no one in the US equates Samsung with appliances, we wanted it to be impactful. I decided on an expandable banner module, a mini site. The banner would feature a keyed out video of our target with 3D rendered products behind her. The bottom half of the expandable would be an easily navigable interface to lead them to whatever appliance type interests them, eventualy leading them to that product page on Samsung.com.
Concept: Hubs | Client: IBM | Role: Creative Lead
A smarter planet. I created these for IBM Smart Cities. I wanted to keep the compositions modular, dynamic and fresh. A sense that these were always being constantly updated, active and ongoing. For these to engage with the global community at large was an important factor. I didn’t want it to look to dated, another reason for the modular construction which could adapt and evolve over the years.
Concept: The Power of X | Client: Samsung | Role: Creative Lead
Samsung wanted a new website for their powerful new computer. There were four key selling points that they wanted to address. After some brainstorming, we came up with positioning 2 laptops into the shape of an X, this led me to develop the UI for the website itself (not shown here). What is shown here are the 5 website comps I developed early on and 5 downloadable wallpapers available on the final site that reflect the four key selling points. Sleek, Light, Functional, Battery. One of the first iterations of the website included a wall filled with posters. The distinctive designs were to act as navigation for the website. I included them here because they show another side of my design.
Concept: Samsung.com | Client: Samsung | Role: Creative Lead
In the first part of this series, I recently created USP images for Samsung.com/uk. They were quite a challenge since I had limited resources. The Second part of this gallery includes some initial Samsung.com redesign studies. My thinking behind these comps was to show realtime, streaming data of the current traffic of the site. The top half includes color coded categories with data driven usage spikes that grow or shrink depending on what people are searching for in real time. The bottom features a stream of what people are buying at the moment. This is all very interesting to me to see the search and purchase behavior patterns of consumers in real time. The “My Samsung” section is an expandable section, allowing you to drag and drop products that interest you. The top is simply a rotating feature area.
Concept: Various | Client: American Express | Role: Creative Lead
Below are samples from 2 different campaigns. The email blasters were pretty standard, and conservative, so I wanted to take it a bit beyond American Expresse’s comfort zone and offer them imagery and compositions that were not typical for the Amex brand. They ended up buying into it and the results were fantastic. The second part is the American Express White card microsite comps, designed to appeal to a young generation of hipsters, these website comps were created with them in mind, offering some easy, cool font treatments, technical distractions like interactive video,hip font treatment, large “Lomo” type photos taken outside to offer the feeling of freedom.
Concept: Soundtracks | Client: Samsung | Role: Creative Lead
One of our old creative directors came up with a brilliant idea to pitch to Samsung. Soundtracks. When you hear a song, you usually associate it with a time and place. The idea is that, you can create your own personal soundtrack by geo-tagging your location with a sound or recorded audio. When someone from your network enters the radius of that location, you are invited via mobile to experience it. You can create Soundtracks from your mobile or website (shown here). The comps shown here are geo-tagged Soundtracks created for the users network. The circles represent the radius of a particular soundtrack. The bottom half allows you to choose, what to listen to, whats in your queue and a promotional area. You can browse soundtracks all over the globe via Google partnership. The possibilities aren’t just limited to music, interactive historical tours can be created through the History Channel or example.
Concept: WCG | Client: Samsung | Role: Creative Lead
Samsung sponsors the World Cyber Games and the site was in desperate need of a makeover. The only problem was that they needed allot of information in one page, logos, promotional, search, main navigation, ad space, news, events, videos, photos. These designs show the top half as a feature area, highlighting news, info, etc. The bottom half offers a clean, organized windowshade navigational device. I made all the information they needed fit nice and compactly. Since I am a gamer, I realized the importance of communication and forums, so I suggested making this the main focus of the main page. I think its very important to show dynamic human interactions. It makes a web space much more than just a place to go for information, it becomes a major information network hub that grows and evolves organically.
Concept: ReDef | Client: Samsung | Role: Creative Lead
Samsung wanted a microsite for their new 850 TV. We came up with ReDef, TV, redefined. One clever way I came up with to make the site more engaging was not only to redefine an outdated TV yourself but to redefine other useful fun things as well, a bicycle, a home, computer, etc. Dragging features to the product and having it transform as a 3D Papervision object.
Concept: Gallery of Functional Art | Client: Samsung | Role: Creative Lead
Samsung wanted to sell the new 650 TV. We created a microsite with the concept of the television being functional art and included it with some of the worlds leading industrial designers in a virtual gallery. Aside from highlighting all the normal features, we included video interviews of talented designers and their works. A section concepted and developed by me was to create your own functional art. The user would choose a world clock or a weather widget, paint it themselves and download it to their computer. It was a big challenge and a bigger success.
Concept: PopUp | Client: Samsung | Role: Creative Lead
The idea behind this MP3 Player micro-hub was to attract users here and ultimately to the sale of the product by giving them location clues to venues where music icons would “pop up” and play. The interface is a play on the term, pop up and at the time had never been done before. Designed for Papervision, I thought the idea, the look and the technology was perfectly match.
Concept: Untangle | Client: Samsung | Role: Creative Lead
This was a micro-hub for Samsung’s wireless MP3 players. The concept, “Untangle The Music” was about life without wires. Instead of going the obvious route and showing a bunch of tangled wires, I decided to use a more elegant influence, a Japanese game called Katamati Demacy. The ball of confusion would be built with Papervision and spin around in a beautiful mess waiting for the user to navigate. Once a menu item was selected, the ball would unfold into a scene created by several leading illustrators. The scene would act as a metaphor for the various functionality of each player.
Concept: Ultra | Client: Samsung | Role: Creative Lead
Only 5.9mm thick, this Samsung Ultra phone microsite design was all about thinness, clean lines and elegance. It was a high tech phone, but it had serious beauty. My design literally drew a line between all the dichotomy this phone had to offer. Slick transitions, optimized for quick, flawless animation included tons of features that I fit into this site perfectly.
Concept: Black | Client: Samsung | Role: Creative Lead
A new technology was developed for this Samsung television, creating the blackest blacks, a the highest contrast ratio available. I decided to step out on the edge with this site, making it mostly black. Another idea was using film noir, in the concepts seen here, I included the elegance of cinema’s past as the site design.
Various Other Projects | Client: Samsung | Role: Creative Lead
Concept: M3 Memory Card | Client: Samsung | Role: Creative Lead
Logo Design
