2025 (Team)
Contribution: Campaign Core Concept Development (Lead)

Responding to a client brief for a minimalist and unexpected aesthetic using minimal elements, I developed the "Holiday Within" concept. The design anchors on a strategic visual twist: what appears to be a classic ornament reflection is revealed to be a scene captured within a Samsung display. To achieve this, I strategically linked the light reflected on the ornament to the product's surface, creating a seamless connection between traditional nostalgia and modern innovation. This narrative reframes the device as a "vessel" for holiday magic and was executed as the Official Global Key Visual Guideline for all regional markets.

AI GENERATED CONCEPT DEVELOPMENT

To rapidly visualize the core "Holiday Within" narrative, AI image generation tools were utilized in the initial ideation phase.
These concepts were generated to explore the visual journey from a detailed, traditional holiday scene reflected within an ornament to the abstract, metallic textures of the product itself.

• Concept A (Ornament Reflection): Illustrates the initial, deceptive reflection of a warm, traditional Christmas tree scene within a bauble, establishing the emotional hook.
• Concept B (Product Texture): A close-up exploration of the metallic, reflective surfaces of the washing machine drum, showing how the holiday lights would interact with the product's materials.

These AI-generated visuals served as the foundational blueprint, guiding the subsequent 3D modeling and rendering process to ensure the final output accurately captured the intended mood and visual twist.