BRANDING, EXPERIENTIAL

SAMSUNG GALAXY
CREATOR COLLECTIVE

A one-of-a-kind event, created for creators by creators, where attendees learn from fellow influencers across gaming, fashion, food & tech. The event was concepted to highlight features of the new Galaxy S22 phone.

PROBLEM:

Samsung needed to put the new Galaxy S22's features in front of the people best positioned to demonstrate them: creators. The result was an event for creators by creators, spanning gaming, fashion, food, and tech — but the format created a real design challenge. Everything had to work in two directions at once: as a physical experience for attendees on site, and as content those same attendees would immediately shoot, post, and share. A room that looked good in person but photographed poorly would fail the event's whole purpose, and the visual identity had to stay coherent across signage, digital, swag, and influencer presentations built by different people.

APPROACH:

As designer on the McKinney team, I worked across the full range of deliverables: digital assets, event signage, and promotional swag, plus presentation decks for the featured influencers. I also collaborated on the visual concepts for the immersive Creator Day Experience rooms, each built around a specific Galaxy S22 feature. The organizing principle across all of it was designing for the camera as much as the room — treating every surface as a potential backdrop, so the phone's capabilities were demonstrated by the environment itself rather than explained on a placard.

OUTCOME:

The event delivered a consistent identity across physical space, digital channels, and creator-generated content — with the influencers who attended producing and distributing imagery of the S22's features in use, which is exactly what the format was designed to generate.

AGENCY:  McKinney

CLIENT:    Samsung

CDs:         Scott Clark, Carlos Ortega, Hannah Murphy