SAMSUNG GALAXY A SERIES • 2023—2026
Evolving Awesome across three generations.
CONSUMER INSIGHT • CAMPAIGN PLATFORMS • CREATIVE DIRECTION
THE JOB
I helped evolve Awesome Generation across Galaxy A54|34, A55|35, and A56|36—moving the platform from feature-led product stories toward something more identity-led and human.
THE CHALLENGE
Keep Awesome recognizable while giving every generation a new reason to care.
The platform stayed. The meaning kept moving.
2023 • SAMSUNG GALAXY A34|54 5G
Awesome Generation was already established. The job was to make Galaxy A34 and A54 feel meaningfully different without breaking the platform:
A34 was about enjoying and sharing life.
A54 was about creating and putting yourself out there.
A different way to be awesome. A different reason to choose.
THE CREATIVE LEAP
Rather than treating Awesome Generation as something the brand simply talked about, we developed Awesome Generation Rules—inviting the people who understood the generation best to help shape the campaign. The idea was to build relevance from the generation itself.
THE FILM
The thinking became Create Your Own Rhythm: a film idea built around Tiara Andini who sees the world differently and turns ordinary moments into something expressive. The visual world moves with her—making “creation” feel like a way of seeing, not just a product feature.
MY ROLE
Senior Art Director · Creative Direction · Campaign Development
Developed the creative expression across the Galaxy A34|A54 launch ecosystem, from the hero film and KVs to digital, social, OOH and activation ideas.
BEYOND THE BRIEF
TEAM INITIATIVE · CREATIVE CONCEPT · ART DIRECTION
We also looked for ways to bring the campaign into the places and passions that mattered to the audience. These two activations were initiatives from our team. We developed the initiatives to extend the A34|54 idea beyond the core campaign and make the products more tangible and relevant.
Offline experience for Galaxy A34|54
Bringing the campaign into a physical experience.
TEAM INITIATIVE · CREATIVE CONCEPT · ART DIRECTION
Awesome Performance for A Game.
A special-edition package created in collaboration with MLBB, we position the package as the ammunition for battle.
Gaming package for Galaxy A34
Extending A34 into a gaming-focused content experience.
Different ways of being awesome. One generation to belong to.
2024 H1 • SAMSUNG GALAXY A55|35 5G
Awesome Everyday extended the platform into the everyday lives of Gen Z—people constantly trying to make, create and do something better.
THE CREATIVE LEAP
Rather than treating Awesome Generation as something the brand simply talked about, we developed Awesome Generation Rules—inviting the people who understood the generation best to help shape the campaign. The idea was to build relevance from the generation itself.
THE FILM
The thinking became Create Your Own Rhythm: a film idea built around Tiara Andini who sees the world differently and turns ordinary moments into something expressive. The visual world moves with her—making “creation” feel like a way of seeing, not just a product feature.
MY ROLE
Senior Art Director · Creative Direction · Campaign Development
Developed the creative expression across the Galaxy A34|A54 launch ecosystem, from the hero film and KVs to digital, social, OOH and activation ideas.
BEYOND THE BRIEF
TEAM INITIATIVE · CREATIVE CONCEPT · ART DIRECTION
We created Awesome Generation Space, a pop-up space to experience Awesome Generation culture & taste. The space is made of sections which allow people to explore the products on the spot.
Offline experience for Galaxy A55|35
Bringing the campaign into a physical experience.
2024 H2 • SAMSUNG GALAXY A55|35 5G
Then the phones got smarter. We brought Awesome Intelligence into the campaign. The Awesome platform was extended into AI entry point with Circle to Search, turning new Galaxy intelligence into something people could actually use in their everyday lives.
Join the Awesome Circle brought that idea to life through a more social, playful expression of how Galaxy A55|35 help Gen Z discover, create and connect.
THE STRATEGIC SHIFT
We took Awesome somewhere smarter.
With new AI capabilities like Circle to Search, we evolved the Awesome Generation platform into Awesome Intelligence— showing how intelligence could make everyday discovery more useful, playful and relevant.
THE CREATIVE IDEA
Circle it. Find your Awesome.
We turned Circle to Search into a simple creative behavior: spot something you like, circle it, and find out more. The idea extended into different passion points, from gaming and food to everyday discovery.
MY ROLE
Senior Art Director · Creative Direction · Campaign Development
Shaped the creative expression across film, KV and campaign extensions, working with the wider team to turn the platform into a coherent launch system.
BEYOND THE BRIEF
TEAM INITIATIVE · CREATIVE CONCEPT · ART DIRECTION
Bring Your A Game.
A special-edition package that brought Awesome Intelligence platform into gaming-focus, connecting Galaxy A55’s AI capabilities with a passion point that mattered to its audience.
Gaming package for Galaxy A55
Extending A55 into a gaming-focused content experience.
What started as the idea in second half became the next chapter of Awesome.
We introduced Awesome Intelligence in the A55|35 H2 work. The platform then carried into the A56|36 generation, where it was used by Samsung Global—turning a local creative development into a bigger expression of the brand.
2025 • SAMSUNG GALAXY A56|36 5G
The next step was to make that intelligence feel like part of the generation’s evolution—not another list of AI features. We focused on people who keep moving, refining and finding ways to get better at what they do.
We didn't want the product story to interrupt the entertainment.
What if the product benefits became the song?
THE CREATIVE LEAP
We turned the product story into a music-led idea, giving A56 and A36 distinct expressions while keeping them inside the same evolving platform. We made it the entertainment.
THE FILM
We made the product story sing. A one-minute music film where the A56 and A36 features live inside the lyrics.
The product benefits aren't a break from the entertainment. They're part of it.
MY ROLE
Senior Art Director · Creative Direction · Campaign Development
Shaped the creative idea and visual direction, translating the product story into a music-led film and developing how the product benefits came through naturally within the entertainment.
BEYOND THE BRIEF
TEAM INITIATIVE · CREATIVE CONCEPT · ART DIRECTION
Bring Your A Game.
A special-edition package that brought Awesome Intelligence platform into gaming-focus, connecting Galaxy A55’s AI capabilities with a passion point that mattered to its audience.
Gaming package for Galaxy A55
Extending A55 into a gaming-focused content experience.
+27%
A56 sell-out vs A55 · 12 weeks
+14%
Combined A56|36 sell-out vs previous generation · 12 weeks
GLOBAL
Awesome Intelligence adopted by Samsung HQ
SAMSUNG GALAXY A57|37 • 2026
Making Awesome for everyone.
SENIOR ART DIRECTOR • CREATIVE DEVELOPMENT • COMMUNITY THINKING • CAMPAIGN CONCEPTS
THE BRIEF
Keep the Awesome world moving forward with two different product roles: A57 as the power driver, A37 as the entry enabler; without making the campaign feel like another spec sheet.
THE CHALLENGE
Awesome had strong roots in gaming, content creation and lifestyle. But this generation doesn't live in one interest. How could we make Galaxy A relevant across the many communities and dimensions of their lives?
Different phones. One Awesome world. More ways in.
2026 • SAMSUNG GALAXY A57|37 5G
Everyone has their own kind of Awesome.
We challenged the idea that Awesome had to live in a few familiar passion points. The insight was simple: this generation moves across communities, interests and identities. So we expanded the platform into Awesome in All Dimensions, making Galaxy A relevant wherever they show up.
THE CREATIVE LEAP
The thinking became Semua Berani Awesome. It's an invitation for everyone to bring their own version of Awesome to the table, wherever they are and whatever they’re into; across different interests, communities and moments.
THE FILM
From one interest to every dimension. We expanded Awesome beyond its familiar territories and built the campaign around a simple thought: Awesome should belong wherever people show up.
The film brings that idea to life through Tiara Andini and Devano, showing two different personalities coming together with Galaxy A57|A37 5G.
MY ROLE
Senior Art Director · Creative Direction · Campaign Development
Shaped the creative expression to campaign idea, developing the visual direction, product expressions and community-led concepts that brought Semua Berani Awesome to life.
Photographer: Heret Prasetyo
Photographer: Heret Prasetyo
Photographer: Heret Prasetyo
WHAT I ACTUALLY DID
Consumer segmentation, positioning, campaign concepts, KVs, film development, ambassador integration and brand planning. Moving between research, strategic framing and creative direction.
WHY IT MATTERS
Three generations, one platform. The work shows how I like to work: understand the audience, find the sharpest opportunity, then make the thinking visible.