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Designing the Deep Dive.
Samsung Ads at Cannes Lions 2025.
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The Brief
Create a visually compelling and immersive brand experience for the Samsung Ads activation at Cannes Lions 2025.
Skills
Creative direction Brand identity Stakeholder management Experiential design Large format print design Video art direction Presentation design Event marketing collateral Social media support
Role
Head of Design of a multidisciplinary team, concept to delivery, coordinating with a Cannes-based production agency and senior stakeholders across EMEA and North America.

THE RESULT

Delivered on time, on brand, and to a standard that drew positive feedback from the highest levels of the business. The visible evolution from 2024 to 2025 was recognised and well received.

NUMBER OF PRINTED ASSETS

43

SUPPORTED SOCIAL MEDIA CONTENT

30

VIDEOS SUPPORTED

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What better way to ease into Cannes Lions International Festival of Creativity than with a sunset happy hour?
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DISCOVERY

Building on the in-house 2024 activation I designed, the goal for 2025 was a distinctly elevated identity, informed by stakeholder feedback, competitive analysis, and a structured creative review process.
Typography

Ensuring brand consistency for recognition was key across all deliverables.

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Pattern

Creating a bespoke pattern for the branding using brand colours and the theme of ocean waves.

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CHALLENGE

Eight weeks from concept to delivery, coordinating remotely with a French production agency, managing multi-market creative approvals, and adapting quickly when Global Brand Compliance required pivots.
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