Samsung — SmartThings
Samsung partnered with Crispin to bring its connected ecosystem to life in a way that felt simple, intuitive, and human—translating a complex set of products into something people could actually connect with.
As Executive Producer, I helped shape how the work translated from concept to screen—working closely with creative and production teams to keep the storytelling grounded, human, and easy to connect with, despite the complexity of the technology.
The work came to life through a series of four :30 films, each centered on a distinct audience and lifestyle, using story-driven moments to illustrate how SmartThings and Galaxy AI could quietly remove friction from modern life.
We collaborated with 1st Ave Machine and directing duo Mathery to strike a balance between clarity and personality—bringing warmth, rhythm, and visual playfulness to concepts that could have easily leaned technical.
The production required close coordination across multiple product and marketing teams, with direct engagement from Samsung’s senior leadership to ensure alignment across a highly integrated system.
Despite an accelerated timeline, the campaign maintained a high level of craft and cohesion across all films, ultimately becoming Samsung’s highest-performing campaign to date in brand awareness and recall—outpacing previous benchmarks and earning recognition across global teams.
Agency: CRISPIN
Director: MATHERY
Production Company: 1st Ave Machine
Editorial: Lucas Moesch / Beast Editorial NYC
Original Music Score: Singing Serpent