The Coolest Swimwear In Semiconductors
Samsung Semiconductor · We Are Social · 2023 · Role: Executive Creative Director
Swimwear made from the same cooling fabric as Samsung’s chip clean-room suits, so chip buyers could wear the product benefit by the pool.
How do you get chip buyers thinking about microchips in the middle of summer?
Samsung’s chip division wanted global tech decision-makers to remember its 3-nanometer chips over the summer, the few weeks a year when almost nobody thinks about microprocessors. The chips run cooler and faster. They’re also far too small to see.
So we met our audience at the pool.
The idea
We made custom swimwear from the thermal-regulating fabric used in Samsung’s semiconductor clean rooms, with the 3nm gesture built into every design. A very technical audience got to feel the cooling benefit for themselves, and wear the product story all summer.
A dry spec sheet became something people could wear, talk about and share. Not bad for a category that usually only talks in specs.
Samsung Semiconductor. We think small, so you can think big.
What I did
Pitched and won the Samsung Semiconductor business by showing how to make hidden hardware feel human.
Came up with the swimwear idea: turn an invisible technical feature into something you can wear.
Sold it to Samsung leadership, then directed the creative and production teams through manufacturing and launch.
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