Samsung Gaming x AMD

Samsung wanted to enter the gaming space with more impact, launching a new graphics chip built specifically for high-performance play. The brief called for a brand world that felt powerful, cinematic and worthy of the gaming community’s attention. It needed to go beyond tech specs and tell a deeper story, one of myth, scale and discovery.

I created the conceptual route for the campaign, imagining the chip’s strength as sourced from a rare mineral found in space. This fictional material became the core of a fully 3D visual system, brought to life through rich textures, sci-fi inspired lighting and motion direction grounded in gaming aesthetics. The look and feel was designed to feel immersive, cinematic and unlike anything Samsung had done before.

This was pitch work and the route did not move forward, but it remains one of my favourite examples of visual storytelling under pressure. It showed how design can elevate a product beyond hardware into something gamers can believe in. A reminder that even when the work stays behind closed doors, it can still push you creatively.

2021

Lead Designer