Background

Often, I would receive last-minute briefs from our Samsung Pay client requesting assets that were supposed to live in an in-app carousel. Most briefs asked for a seasonal theme to be applied to the creative and copy, such as holidays or Black Friday. With such short notice and little to no strategy behind the requests, it was difficult to determine a way to make the creative feel connected to a greater brand story. Taking matters into my own hands, I proactively created a campaign strategy for seasonal promotions that made all of the various asks work together to tell a cohesive story. This change sparked excitement and drove great business results.