Samsung Galaxy S II
Becoming a Sponsor for the Bangkok Asian Games in 1998 was a big deal for the (re)branding of Samsung, signifying it’s advancement as a trusted provider of quality technology. So when my friends at Cheil Communications, the marketing arm of Samsung Electronics, came to me to create the copy for it’s Bangkok Asian Games print campaign, I decided to show the correlation between the athletes who bring their best, to the higher standards set by Samsung.
Though the visual concept was already fixed (an amalgamation of a swimmer mid-stroke in sand within the display and in water without), they needed copy that would communicate the elevated position of the new Samsung. Athletes rise to the top in thier fields in much the same way, tapping into their inner strength, so for the head copy, I chose, “Tap into your inner Technology.”
Client Samsung Electronics
Skills Branding, Print Advertisement