At global scale, consistency is the baseline. Standing out is the real challenge. As an Art Director at We Are Social, I worked on the visual creative on Samsung's global social account — spanning product always-on content, AR filters, and real-time event coverage across platforms.

But we weren't interested in playing it safe. In a feed full of polished brand content, we leaned into fun, unexpected, and deliberately whacky ideas that cut through the noise and actually thumb-stopping. The work demanded both craft and irreverence — meeting Samsung's exacting global standards while giving each piece of content a personality worth engaging with. It was the kind of account that trains you to find a creative spark within a system built for consistency, and proving that even the world's biggest brands can afford to have a sense of humour.