Cross-Country Launch Tour
Lead copywriter and conceptor for a Forbes-recognized nationwide tour promoting the launch of Samsung’s most impressive device yet.
What’s the sitch
Samsung challenged us to create an experiential tour for the launch of their newest phone — and we only had a few weeks to do it.
It started when they put out an RFP for the S26 Series’ upcoming release. We made a pitch, and my concept won the work. Now that we had it, we couldn't lose the momentum. We moved forward with my idea, and I drove the creative direction.
We designed a hands-on experience using the theme 'Midnight in Seoul' to celebrate Samsung's Korean culture and create relevant moments, capitalizing on Korean trends like KPop Demon Hunters, idols, Korean food, and more.
This event utilized multiple activations, each highlighting different device features in engaging and shareable ways. We pushed our social metrics to the max (achieving 12 million impressions) by partnering with Dive Studios, a global media brand representing Korean stars. We kicked each tour location off with a meet-and-greet — it was one idol after another, and our event was the perfect space for fans to capture content and create lasting memories.
In the end, our cross-country tour was wildly successful and positively received, even earning a shoutout in Forbes. I see awards on the horizon… but I am most certainly biased (and proud).
RAMyuN TAKEDOWN
Activation One
My role: Originator of concept, copy lead
Feature highlight: Night Video
We knew a night booth would be a must for photo-ops and device show-offs, especially when it came to Night Video. But what would the design be? That's where my idea came into play. It was inspired by the ramyun scene in KPop Demon Hunters, which was at its height during this tour. This scene occurred within two minutes of the movie and contained the first song all three girls sang together.
"Iconic" is an understatement — and I wanted to channel that Korean-ramyun energy.
But a bowl of ramyun wasn’t enough. I flipped it over so the noodles appeared to spill on the person standing below, making the booth more interactive. The falling effect came to life as the neon lights illuminated in three stages, working their way down. This totally dark booth, customized with neon lights, told an interactive story, expertly displaying Galaxy S26’s Night Video feature and simultaneously generating shareable moments. Of all the activations and photo-ops in this tour, this was hands-down the most posted.
fortune telling
Activation Two
My role: Originator of concept, copy lead
Feature highlight: Privacy Display
When I tested Samsung's new Privacy Display feature, it reminded me of a Magic 8 Ball. Mysterious and fun. Then I did some research (like a lot) and discovered saju, the Korean art of fortune telling. Somewhat similar to Western astrology, I knew K-culture lovers and star girls alike would be thrilled to discover their saju element. I went to my team, and we developed a saju app. I wrote 20+ fortunes after intense research — because if you're going to do something this cool and cultural, you've got to do it right.
The app experience went something like this. First, you answer a series of questions, including the saju staples (birth date, year, and month). Then you tilt the S26 side-to-side. This motion reveals the fortune and cultivates a hands-on Privacy Display example. When activated, Privacy Display will leave the contents of your device visible from directly in front, but anyone looking (or tilting) from the side will see nothing but a black screen. Finally, the fortune, tailored to your saju element based on your birth date and sprinkled with Samsung. This page was inspired by Spotify Wrapped, leaving a mark with something identifiable and postable. Something that makes you feel seen and ready to share. That's what this activation was created to do.
Privacy Display was a challenging feature to create an activation around. When we talk about hiding things on our phones, our minds can go to a negative space. Our goal here was to keep this feature fun and show the benefits in an SFW way. Leaning into something mystical and mysterious, like fortune telling, became not only a cultural connection but also a prime Privacy Display example, rated E for everyone.
Sweeten your pic
Activation Three
My role: Originator of concept, copy lead
Feature highlight: Photo Assist
Photo Assist is a feature that makes anything possible. It can replace, emphasize, transform, or repair. But at this time, it was also a feature still getting the kinks worked out. As our tour hit the road, we got word that the feature had some unforeseen limits, and we had to think fast with a replacement for the activation. Thankfully, my head is full of ideas. Within one day, I had my new concept tied with a bow and approved by the client.
My inner monologue started like this… “What’s missing from our Korean night market experience? Duh, food.” That’s right, between K-Pop and Demon Hunters, we couldn’t forget that Korean food trends were going viral left and right. I researched the most popular Korean foods and night market delicacies.
For this activation, we would give guests a menu of foods to choose from. They’d pose for a pic, and the brand ambassador would show them how, using Photo Assist, they could make it look like they were holding that food. Thanks to the awesome effort of our team, this activation was up and running in no time. Although it was a last-minute idea, that pressure can push us to create something better than we had. And that’s exactly what happened here.
So which snack are you picking?
