Samsung Notebook PC Brand Film

Role: Art Director, Cheil Worldwide / Client: Samsung electronics

Situation & Challenge

  • U.S. launch of Samsung Notebook PC raised the core question: “Why Notebook, not Laptop?”

  • Brand lacked clear identity; needed to move beyond specs.

  • Tasks: build awareness from zero, differentiate S-Pen, and deliver on a tight budget/timeline.

Action

  • Positioned S-Pen as “freedom of handwriting,” not just a spec.

  • Built concept around “turning notebook pages,” linking product name to real-life use.

  • Storyboards covered multiple scenarios: meetings, cafés, studying.

  • Culminated with model naturally drawing tagline using S-Pen → “This is Samsung’s Notebook.”

  • Directed visuals across film + social rollout for a unified message of “joy of creating.”

Result & Insight

  • Reached 4.5M YouTube views in one month.

  • Shifted perception from spec-driven to experience-driven branding.

  • Delivered Samsung’s first Notebook brand film, proving that an Art Director’s role is to translate features into universal human experiences.

Concept sketches shared with marketing team & client side to keep mutul understanding (below)

Location: Los Angeles, CA