Samsung’s huge digital display in London’s Piccadilly Circus is always on, showing their messages 24/7 to an audience of over two million visitors a week. Previously the screen had only been used to show product advertisements, but we used it to create more love for the brand as well.

I wrote new and engaging animated messages to appear on the big screen. Hundreds of these unique messages appeared during many months, changing for morning, afternoon, and evening, and they were also tailored for important dates, events and topics. They ranged from inspiring thoughts and words of encouragement to humorous comments and simple greetings.

I created a more human voice for the electronics giant.