Creative Director and lead for Samsung’s “Do What You Can’t” global Olympic sponsorship—transforming the Games into the most connected in history. Built a live social command center on the ground in Rio, delivering real-time storytelling across platforms. Elevated lesser-known athletes who embodied Samsung’s brand value of “defying barriers,” turning their personal stories into global moments. By bridging brand and audience through real-time content and cultural relevance, we redefined what Olympic fandom could look like—and positioned Samsung as a champion of human potential on and off the field.
“Samsung has had by far the most effective campaign among the headline Olympic sponsors. Since the opening ceremony last Friday the tech brand has racked up 14,000 mentions globally, with Coca Cola the next closest having amassed 5,651 mentions. And with an index ranking of 36 points, Samsung is currently the best performing sponsor of the Olympics. The Index ranking is compiled by rating brands out of five in areas including a campaign’s scalability, relevance, the speed at which it responds on social media, engagement, originality, personalisation and sentiment. We achieves this by analysing all conversations and engagement levels from brands across news, blogs, forums, Twitter, Facebook and Instagram and comments on YouTube during the tournament. It focuses, for example, on mentions that include both the brand’s name and the Olympics on a tweet.””
