Samsung Galaxy

Copy Lead
Phones, wearables, and tablets. Oh my!
Beginning with Galaxy S8, I have contributed to every Samsung Galaxy flagship launch — always as copywriter, but wearing a growing number of hats as the years went on. Galaxy UNPACKED is a major, biannual event, announcing the launch of new Galaxy S and Z phones, a highlight of the tech world. In order to give these innovative devices their due, copy has to connect to the consumer in a fresh way that didn’t feel heavy-handed. Here are some of the more recent launches I worked on.
Although they’re the same family, they are not the same phones. We needed to differentiate the Ultra model from Plus and Base, not just visually, but textually as well. Ultra is for the powerhouse productivity people, while Plus and Base skew towards the people who live their life through a camera lens, the BeReal crew. As a result, Ultra takes on a tech slant, while Plus and Base lean into the lifestyle.
Galaxy S23 series
Galaxy Z Fold4 & Z Flip4
Galaxy foldables are a phone unlike any other — Flip offers a touch of nostalgia for those of us who had a flip phone, and Fold for those who don’t want to choose between a phone and tablet. But they also look for something beautiful. We wanted to appeal to people who love tech, people who love fashion, and people who are extremely online. The sites we developed hit that sweet spot for all three.