Shaping the Future of AI Memory
My Role
Creative & Visual Direction, Design Execution
Scope
Campaign visual system, 3D product visualization, motion, icon systems, executive presentations, environmental displays, and digital content
Collaborators
Samsung MarCom (Memory: Jieun Kim), NVIDIA, NVIDIA GeForce
Overview
For NVIDIA GTC 2025, I led the creative and visual direction for Samsung Semiconductor’s “Shaping the Future of AI Memory” campaign. The work translated Samsung’s GDDR7 story into a visual system centered on NVIDIA Blackwell-based products, including the GeForce RTX 5090 and NVIDIA RTX PRO 6000 Blackwell Max-Q Workstation Edition.
The Challenge
The objective was to architect a visual system capable of communicating extreme computational density and thermal efficiency. My primary leadership challenge was to bridge the high-performance, "gamer-centric" aesthetic of NVIDIA with the brand identity of Samsung Semiconductor. I was responsible for creating a cohesive experience that resonated with an audience of engineers, enterprise leaders, and stakeholders.
The Solution
I developed a material-driven direction built around high-fidelity 3D product visualization. Silicon, carbon, light, and heat became visual cues for speed, density, and efficiency. Rather than creating isolated assets, I developed a scalable, multi-platform system that empowered the creative workflow. This will make sure a seamless, consistent deployment of high-impact visuals across:
High-Stakes Keynotes: Visual strategy for Executive Presentations
Large Format Displays: Experiential Booth Design & Content
Social Media Campaigns: High-Engagement Digital Drops
The Outcome
The system unified the campaign across stage, screen, and physical space. It gave a complex semiconductor story a clear visual language and established a consistent framework for presenting Samsung GDDR7 within the NVIDIA Blackwell narrative.
A major highlight of our showcase is Samsung GDDR7 memory, built to support the NVIDIA GeForce RTX™ 5090 and the NVIDIA RTX PRO™ 6000 Blackwell Max-Q Workstation Edition. Under the theme, "Shaping the Future of AI Memory," Samsung is featuring our broader portfolio of cutting-edge solutions, including high-bandwidth memory and data-centric computing.
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Project details are limited to protect confidential and proprietary information.
A motion led expression of Samsung’s broader memory portfolio, using layered 3D forms and spatial transitions to position memory at the center of the AI journey.
A product-focused motion story video connecting Samsung GDDR7 with NVIDIA Blackwell-based GeForce RTX and RTX PRO platforms.
A focused product sequence introducing Samsung’s industry-first 24Gb GDDR7 through material detail, clear hierarchy, and performance-led motion.