SAMSUNG GALAXY UNPACKED

Samsung Galaxy Unpacked 2024, San Jose, CA

 

In 2024, we didn’t just help Samsung launch a product — we helped launch a movement.

At Cheil, we partnered with Samsung to craft the entire Galaxy AI Unpacked experience in San Jose, from the global keynote to a surrounding ecosystem of events that brought the vision to life.

As Creative Lead at Cheil USA,  supported Cheil HQ in Korea in realizing their vision for the global launch. My role was to work closely with U.S.-based vendors and production teams to make the concept feasible for local execution — ensuring it stayed true to the original intent while meeting tight timelines and budgets.

I was also responsible for the design and execution of satellite experiences happening alongside the main event in San Jose — including influencer activations, gaming zones, and creator-driven content spaces. These events played a key role in expanding the launch beyond the keynote and into a broader cultural moment.