choe-works

film

From concept development to scriptwriting, refinement, and final delivery.

Samsung EcoBubble

client: Samsung Global

I wrote the end copy for this global Samsung washing machine campaign, pairing strong cleaning performance with care for delicate fabrics.

I also concepted playful moments featuring a bear passing the time mid-cycle—to bring warmth and personality to the story while the visuals showcased product features.

Samsung 75’+ QLED

client: Samsung Global

I originated the core idea for this global campaign for Samsung’s Super Big QLED lineup.

It challenged the misconception that 75″+ TVs are “too big” by reframing them as just right which was brought to life through exaggerated moments of buyer’s remorse.

Hankook Tire x Real Madrid

client: Hankook Tire

I wrote the script for the global launch film announcing Hankook Tire’s partnership with Real Madrid.

A tightly crafted, concise script designed to carry a high-profile announcement with clarity and impact.

Samsung TV Plus

client: Samsung Global

I wrote the script for a global online spot introducing Samsung’s UHD streaming service.

Targeted at new and existing Smart TV owners in Europe, the copy balances clarity and energy to build hype alongside the visuals.

Ride Now

client: Specialized Korea

I co-developed the creative concept for this brand film for Specialized Bicycles in Korea.

I also wrote the end line, “Ride Now.”

DustSee

client: Seoul Metro and Hope Disaster Relief of Korea

I originated the idea for “DustSee,” a public awareness campaign for Seoul Metro and Hope Disaster Relief of Korea.

The film was designed to work both as an ad and a case film—balancing emotional storytelling with the clarity required for international award juries.


It went on to earn recognition at Cannes Lions, The One Show, and ADC Awards.

Chevrolet Cruze

client: GM Korea

I co-developed the concept for this Korean TV spot and online film.

To promote two versions of the same car without cannibalization, we staged a playful rivalry; two drivers arguing over which is better, only to realize they’re driving the same car.

BeFearless app Tutorial

client: Samsung Global Marketing

I helped develop the script for a global spot introducing Samsung’s VR headset and app.

Working closely with product and UX teams, the copy translates complex technical processes into simple, engaging content—making setup intuitive for both native and non-native English audiences.

Samsung Bespoke

client: Samsung Global

I led the rewrite of a global Samsung refrigerator launch film, refining a literal translation into a more expressive and engaging script.

Debuted at IFA and across global channels, the work aligns tone, pacing, and clarity for an international audience while staying within brand guidelines.

I also developed the campaign hashtag used as the end line.