I've worked on multiple campaigns for Samsung, including the private US and Global press previews for the Galaxy Note 9 and Galaxy S10 phones, where members of the media got the first look at the devices and took editorial photos. For those events, I handled the creative direction, including everything from concepting and developing strategy for the events, environmental design, creating photo vignettes and lifestyle settings, propping and lighting. I also directed the launch of Samsung Gear VR at the SXSW festival. That campaign, called #VRonDemand brought Samsung's VR experience via pedicab to festival goers who reached out via social. But the best thing I ever created for Samsung was for the launch of their Note 7 device. To play on their Unboxed campaign and show that the Note 7 was fully waterproof, I concepted an activation where the public could "Dial a Dolphin" to ask a question. The dolphin would answer a Note 7 phone and reply with one of several pre-written responses — sort of like a magic eight ball. We went to Florida to work with the dolphins when the Note 7 device began exploding. The phone was recalled and the campaign never happened. I've recovered from the disappointment but the dolphins still consider it a tragic, missed opportunity.