Samsung Experience Microsite

The Challenge

Samsung needed a fun storyline for a site that touched people’s playful sensibilities while introducing all the fabulous features of their newest phone on the market. They needed in an interactive microsite that could adapt to each person’s story and their own tastes, while maintaining the storyline. 

The Solution

We created a group of five friends that loved what our customers loved, that heard their needs and reflected them back while adding a sense of adventure, a flash of fun, and the constant comfort of camaraderie. 

The Friends, the Writer, the Dancer, the Cook and the Lovers.

Here’s a story…
of games and glory,

of fun and friendship,

of creating a vision,

of the love of movement,

of messages,

of music on the go

of several star-crossed mobile users.

Five steps to the story, five steps to glory…

Samsung Experience Microsite


When Samsung approached The Wrier’s Ink looking for a campaign that would do more than showcase their product offerings. They wanted to weave their technology into the fabric of everyday life, showing consumers how Samsung could transform mundane activities into extraordinary experiences. The vision was to create an emotional connection transcending the physical aspects of their mobile devices and positioning Samsung as a companion for life’s special moments.


Our strategy was to develop a series of video narratives, each one focusing on a key feature of Samsung phones and demonstrating their applicability in real-life scenarios. The narratives ranged from a friendly mobile gaming competition to an overseas adventure, a dance audition, a romantic date, and a heart-warming proposal.


The video series, titled “The Samsung Experience – Mobile Meetings” was designed to immerse viewers in relatable situations. It amplified the role of Samsung’s technologies as enablers – allowing them to feel more connected, to explore their passions, and to express their emotions.


The campaign exceeded Samsung’s expectations on multiple fronts.

Emotional Resonance: By situating Samsung’s technology in the heart of relatable life events, the campaign forged an emotional bond between the brand and its audience. It showcased how Samsung’s devices weren’t just products, but companions on life’s journey. This resulted in a significant uptick in brand affinity metrics.

Customer Engagement: The series sparked interactive dialogues amongst viewers, leading to increased user engagement across Samsung’s digital platforms. Users started sharing their own stories of how Samsung’s technology enriched their lives, creating a ripple effect of organic testimonials.

Brand Recall: The campaign boosted brand recall significantly, as the unique narratives stuck in viewers’ minds. The market research post-campaign revealed that the audience could clearly recall and associate Samsung’s mobile features with the narratives, thereby demonstrating the effectiveness of the storytelling approach.

Sales Impact: There was a noted increase in Samsung mobile sales post-campaign, which can be partially attributed to the positive audience response. Consumers began to perceive Samsung not just as a tech company, but a brand that understood their needs and lifestyles. Conclusion

This campaign underscored the power of weaving technology with narrative storytelling. It allowed Samsung to connect with its target audience on a more personal level, bridging the gap between consumers and technology. By understanding the consumer’s world, Samsung was able to paint a picture of how its mobile features could fit seamlessly into their lives, thereby cementing the brand’s position as a ‘life companion.’

The Friends, the Writer, the Dancer, the Cook and the Lovers.


The River Revitalization Korea cover

Print Proposal


Writing for The Four Major Rivers Restoration Project was a task that required a deep understanding of environmental issues and the ability to communicate complex concepts clearly. It was vital to present a balanced view that acknowledged the concerns while emphasizing the positive outcomes expected from the project. This work reinforced my belief in the power of well-crafted copy to shape public perception and support for significant environmental initiatives.

THE RIVER'S FLOW: The Four Rivers Restoration Project


A Tale of Four Rivers

Growing ever more soulful and scenic,

four rivers forever infused with history’s narrative

run deeper by day with renewed hope

and the cleansing chronicle of nature’s nourishing water.

Korea’s Ambitious River Revitalization Project

Investing in a safe and sustainable Korea, now and in the future

The Four Major Rivers Restoration Project is a comprehensive, pan-governmental project, representing the collaborative commitment of municipal, provincial and national government bodies with contributions from social organizations to protect Korea and its future generations from water related disasters caused by climate change while promoting green growth.

  1. PROLOGUE - Water Resources and National Security 

As a farming nation, despite Korea’s annual rainfall (1,245mm/1yr) being significantly higher than the world average of 880mm, its people regularly held rain rituals. The simple reason was a lack of sufficient storage capacity to save rainwater for use in dryer months. Korean rain is primarily seasonal with 70% of annual rain falling in the short rainy season. Fortunately, modern infrastructure developed to equip cities with reservoirs and government initiatives striving to maintain forest conservation nationally, those rituals have become a thing of the past. Even so, in order to ensure people’s enjoyment of affluent lifestyles, Korea must endeavor to provide more abundant, cleaner water for residential and industrial consumption.

More importantly, the preemptive storage of water resources is becoming increasingly vital due to global warming and the resulting climate change, which is creating above-average temperatures and increases in the frequency of intenserainfall around the world. Since October 2009, five provinces of China have experienced water shortages as a consequence of unusually severe droughts leaving 25 million people and 16 million cattle reportedly suffering from the effects (Bloomberg, Business Week; April 26, 2010). The Yangtze flowing along the city of Chongqing has begun to reveal its riverbed; reservoirs are dried up and desolate; 768 hectors of agricultural land have been damaged from the drought, and some 5 million people of the Yunnan Province are faced with food shortages.

What the future will bring, what scorching droughts, what intense storms, and when is imminently unclear. Such uncertainty about the availability of our most important natural resource will prove in retrospect that water was far more precious than oil. Unlike crude oil, water cannot be substituted for anything else, like energy resources. Water is as crucial a matter of survival as national security. Without adequate water resources, we humans cannot survive, let alone dream of building a rich and powerful nation. Hence, securing our future water resources cannot be measured in monetary amounts – it is measured in lives.

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