Client
Samsung, through agency Trive
Graphic design · Marketing
Samsung
Key visuals and campaign assets for Samsung promotions across eight countries.
The work
Eight countries, every format
Samsung's e-store and eSIS promotions ran across Croatia, Slovenia, Bosnia and Herzegovina, Serbia, Montenegro, North Macedonia, Albania and Kosovo. Each one needed a key visual, which we either built from scratch or adapted from HQ material, and then a full set of assets around it: web banners, Google display ads, social, newsletters, push notifications and graphics for live broadcasts.
Every format is a different composition problem. A visual that holds as a full-width hero has to be rebuilt for a display ad or a push thumbnail, where the product, the price and the headline are all competing for the same few hundred pixels.
Behind the scenes
Adapting at scale
Sometimes the task was just to adjust the copy for the selected country, but most of the time it involved swapping or adding new products and making them "interact" with other products or with characters that were part of the promo (for example, G·NUSMAS, the blue alien, during Samsung Week).
Backgrounds took the same treatment. Objects added or removed, colours changed, or a new background found that matched the original and worked better. The Bespoke appliance banners took the most work: vacuums, refrigerators, a washer and dryer, an oven, each one placed into a room that wasn't built for it, with the walls, floor and furniture reworked until it looked like it had always been there.
All of it by hand. This was 2022, before generative fill, so every object we removed meant rebuilding whatever had been behind it.
The pace
Ten to fifteen promotions a week
That was the usual pace, with last-minute changes arriving on most of them. In a small team the work stretched past design into copy, so we wrote the headlines and offer descriptions too. That way the words and the visual came together instead of one waiting on the other.
