Samsung Pay wanted to explain how to use and set up its mobile experience without falling into the usual world of dry, instructional content. The challenge was to make something genuinely useful while giving the tutorials a stronger visual personality.

I led the creative and motion side of the project, working closely with Samsung’s agency and a team of illustrators to turn the information into a series of engaging, easy-to-follow videos.

I art-directed and managed the creative handover, developed the storyboards, and translated the static artwork into motion. From timing and transitions to visual storytelling and animation, I made sure every piece felt on-brand, while keeping the information clear and intuitive.