Launch Campaigns
Mother's Day at Samsung
Storyboards for an Ad Campaign for Samsung
Year :
2020
Industry :
Advertising
Client :
Samsung
Project Duration :
8 weeks
Problem :
Samsung needed a Mother's Day spot that would cut through a category full of sentimental sameness. The challenge was to sell a phone on the most emotional day in the advertising calendar without it reading as a product demo wrapped in flowers. My job was to storyboard the pitch film so the client could feel the story in the room, before a single frame was shot.
Solution :
I storyboarded the film as a day-in-the-life montage of a family held together by a phone. One parent is away, and the boards follow the other through the small hours of family life: video-calling during a climb and a pot of beans on the stove, filming a daughter's piano practice, three generations making tamales around a kitchen table, a mother holding her sleeping son on the couch at night, and using the phone's light to fix a washing machine in the dark. Each board pairs the lived moment with the device quietly inside it, never in front of it. The phone is how the absent parent stays present, and the emotional weight always sits with the people, so the product earns its place in the story instead of interrupting it.
Challenge :
The pitch timeline was aggressive, and the boards had to do the work of a finished film for a room full of people deciding on the spot. There was no room for loose shorthand: every transition, camera move, and timing beat had to read clearly to non-visual stakeholders. I worked through multiple passes against shifting script notes from the copy side, keeping the emotional arc intact while the product features being featured moved around it. Keeping the mother's performance believable in drawings, without sliding into sentimentality, was the hardest line to hold.
Summary :
The storyboards gave the pitch a complete, ownable film before production existed. They showed Samsung a Mother's Day story with a clear point of view, a product integrated into an emotional truth instead of pasted onto one, and a visual language the whole team could rally behind in the room. That is the work I do best: making an idea feel inevitable on the page, early enough that everyone else can believe in it too.
More Projects
Launch Campaigns
Mother's Day at Samsung
Storyboards for an Ad Campaign for Samsung
Year :
2020
Industry :
Advertising
Client :
Samsung
Project Duration :
8 weeks
Problem :
Samsung needed a Mother's Day spot that would cut through a category full of sentimental sameness. The challenge was to sell a phone on the most emotional day in the advertising calendar without it reading as a product demo wrapped in flowers. My job was to storyboard the pitch film so the client could feel the story in the room, before a single frame was shot.
Solution :
I storyboarded the film as a day-in-the-life montage of a family held together by a phone. One parent is away, and the boards follow the other through the small hours of family life: video-calling during a climb and a pot of beans on the stove, filming a daughter's piano practice, three generations making tamales around a kitchen table, a mother holding her sleeping son on the couch at night, and using the phone's light to fix a washing machine in the dark. Each board pairs the lived moment with the device quietly inside it, never in front of it. The phone is how the absent parent stays present, and the emotional weight always sits with the people, so the product earns its place in the story instead of interrupting it.
Challenge :
The pitch timeline was aggressive, and the boards had to do the work of a finished film for a room full of people deciding on the spot. There was no room for loose shorthand: every transition, camera move, and timing beat had to read clearly to non-visual stakeholders. I worked through multiple passes against shifting script notes from the copy side, keeping the emotional arc intact while the product features being featured moved around it. Keeping the mother's performance believable in drawings, without sliding into sentimentality, was the hardest line to hold.
Summary :
The storyboards gave the pitch a complete, ownable film before production existed. They showed Samsung a Mother's Day story with a clear point of view, a product integrated into an emotional truth instead of pasted onto one, and a visual language the whole team could rally behind in the room. That is the work I do best: making an idea feel inevitable on the page, early enough that everyone else can believe in it too.
More Projects
Launch Campaigns
Mother's Day at Samsung
Storyboards for an Ad Campaign for Samsung
Year :
2020
Industry :
Advertising
Client :
Samsung
Project Duration :
8 weeks
Problem :
Samsung needed a Mother's Day spot that would cut through a category full of sentimental sameness. The challenge was to sell a phone on the most emotional day in the advertising calendar without it reading as a product demo wrapped in flowers. My job was to storyboard the pitch film so the client could feel the story in the room, before a single frame was shot.
Solution :
I storyboarded the film as a day-in-the-life montage of a family held together by a phone. One parent is away, and the boards follow the other through the small hours of family life: video-calling during a climb and a pot of beans on the stove, filming a daughter's piano practice, three generations making tamales around a kitchen table, a mother holding her sleeping son on the couch at night, and using the phone's light to fix a washing machine in the dark. Each board pairs the lived moment with the device quietly inside it, never in front of it. The phone is how the absent parent stays present, and the emotional weight always sits with the people, so the product earns its place in the story instead of interrupting it.
Challenge :
The pitch timeline was aggressive, and the boards had to do the work of a finished film for a room full of people deciding on the spot. There was no room for loose shorthand: every transition, camera move, and timing beat had to read clearly to non-visual stakeholders. I worked through multiple passes against shifting script notes from the copy side, keeping the emotional arc intact while the product features being featured moved around it. Keeping the mother's performance believable in drawings, without sliding into sentimentality, was the hardest line to hold.
Summary :
The storyboards gave the pitch a complete, ownable film before production existed. They showed Samsung a Mother's Day story with a clear point of view, a product integrated into an emotional truth instead of pasted onto one, and a visual language the whole team could rally behind in the room. That is the work I do best: making an idea feel inevitable on the page, early enough that everyone else can believe in it too.