Samsung POWERStick PRO TVC

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

Situation & Challenge

• Samsung entered the cordless vacuum market late, competing with established brands.

• Needed to differentiate by presenting POWERStick PRO as “the most powerful wireless vacuum.”

Action

• Directed a lifestyle-led film highlighting freedom, strength, and design.

• Created detailed storyboards to align stakeholders and maintain a premium tone.

Result

• Reframed a late entry as a premium lifestyle solution.

• Campaign praised by client and agency for strong positioning.

1. Outcome film

2. Concept Sketches

Location: London, UK