choe-works

film

Work ranging from concept developments to script revisions and finalizing…

Samsung EcoBubble

client: Samsung Global

I created the end copy for this global digital campaign for Samsung’s washing machine. I also thought of various fun and creative activity scenes for the bear to do while waiting for their clothes or… fur… to finish the wash cycle.

The line needed to convey the serious washing power and how gentle it is on delicate fabrics. The visuals were doing a lot of the heavy lifting in showing features, so the copy had to be direct with communicating benefits.

Samsung 75’+ QLED

client: Samsung Global

Our team created this creative global online campaign for Samsung’s lineup of “Super Big QLED.”

The goal for this film was to break the misconception that 75+ inch TV’s are too big for most homes; when they’re actually just the right size.

We really wanted to play off the pain point of buyer’s remorse. So our approach to hyperbolize each moment of regret our hero faces throughout the spot.

Hankook Tire x Real Madrid

client: Hankook Tire

I was tasked to develop a script for this online ad announcing the partnership between Hankook Tire and Real Madrid FC.

This spot was launched on a global scale and the copy needed to be engaging to both native and non-native English viewers.

Samsung TV Plus

client: Samsung Global

For this project I wrote the script for this online spot to introduce Samsung’s own UHD streaming service. This was targeted towards new and current Samsung Smart TV owners in the European market.

The art director and I wanted the copy to build hype in a fun and informative way that worked with visuals.

Ride Now

client: Specialized Korea

I helped create and develop the creative concept for this brand film for Specialized Bicycles in Korea. I also created the end line “Ride Now.”

DustSee

client: Seoul Metro and Hope Disaster Relief of Korea

This film was created as both an online public awareness campaign for Seoul Metro and Hope Disaster Relief of Korea and as a case film to be submitted at international creative award shows. 

Throughout developing the script I had to balance tone, mood, and context for this film to work as an ad – while also presenting all necessary information needed for jury panels at award shows.

DustSee was recognized at prestigious creative award shows around the world.

Chevrolet Cruze

client: GM Korea

I worked closely with our Creative Director in developing the creative concept for this Korean TV spot / online video.

The challenge was promoting two different versions of the same car without cannibalizing them. We thought it would be fun to have two people arguing over whose car is better to later realize they both have the same car.

BeFearless app Tutorial

client: Samsung Global Marketing

I worked along with Sr. Creatives in developing this script on setting up and using Samsung’s new VR headset and app. 

We spent a lot of time with the app developers and UX/UI designers to really understand the process in order to make setup as easy as possible. Being a global project, this copy had to be appealing for both native and non-native English viewers while staying within brand guidelines.

Samsung Bespoke

client: Samsung Global

For this project I was in charge of rewriting this film’s script introducing Samsung’s new lineup of stylish refrigerators. 

This film was launched at the International Franchise Association (IFA) and through Samsung’s global media channels.

The goal was to rewrite this script in a playful way that matched the pacing and fun tone of the visuals in the film. With the audience being global, the copy needed to be appealing for both native and non-native English viewers while staying within Samsung’s brand guidelines. I also created the campaign hashtag that was used as an end line.