Dynamic and highly-successful advertising strategies were developed for Samsung Electronics, a brand previously mistaken for the luggage brand Samsonite. Styling the technology through fashion
was a breakthrough for advertisements and communications approach for this sector.
Through stark black and white photography,
product divisions were unified while inheriting new and bold selling points. For example, the DVD campaigns were based on agent 007, James Bond,
as a way to communicate the state-of-the-art status of the product (which DVD players were, at that time). The GXTV campaigns were created around an imaginary character who lives in her virtual and fantastical world of game TV.