Hook

Art Direction & Design for Samsung Ads’ 2025 NewFront Event Communications & Photography

Led art direction and hands-on design for Samsung Ads’ flagship NewFront experience, spanning invitation motion graphics, digital communications, on-site execution, and post-event storytelling across email and web.

Challenge

Samsung Ads needed a premium, cohesive event experience that matched NewFront expectations while coordinating multiple teams, vendors, and high-profile talent on tight timelines.

Role

As Lead, I set the visual direction and drove end-to-end design across pre-, on-site, and post-event communications.

• Directed designers on invitation motion graphics and other comm visuals

• Partnered with the Event Coordinator and Marketing Lead on messaging and attendee communications

• Designed the invitation, registration landing page, RSVP, and reminder emails

• Led pre-event run-throughs and troubleshooting with brand ambassadors using the check-in platform

• Art directed the event photographer and facilitated a photoshoot with Samsung Ads executives and celebrity speaker David Letterman

• Managed post-event photo selects and designed time-sensitive thank-you email

• Managed production of the post-event blog on samsungads.com — coordinating assets and content, building Figma mockups for review, and packaging files for developer handoff

Result

The event delivered a polished, end-to-end brand experience and became one of Samsung Ads’ most successful NewFront events to date, extending engagement beyond the event through post-event digital storytelling.