Samsung wanted to promote its camera range in a new way and attract serious photographers as well as holiday snappers and camera-phone Instagramers. They needed to connect with people who want to take their passion and talent further.

We created Speak Pictures, Samsung’s online photography hub. Photographers use pictures to communicate ideas and tell stories, so we would help them find their voices by discovering the perfect Samsung camera for what they wanted to say.

I wrote copy for the website and developed archetypes to correspond with different cameras, based on the target demographic and the camera’s unique selling point (USP). For instance, the super-quick Samsung NX300 is for “fast talkers” who want to “say it all in a split second”.