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SAMSUNG
Erase Like A CEO
Art Direction & Copy Writing
SAMSUNG
Erase Like A CEO
Woojung Lee, Beomjun Kim, Seoyoung Lee, Chaewon Ham
Art Direction & Copy Writing
The Challenge
People have grown numb to traditional climate messaging. The statistics, images, and warnings about climate change have become background noise, familiar yet easy to ignore.
Patagonia needed a new way to break through the apathy and reconnect people emotionally to the Earth’s suffering.
The Idea
When we personify pain, we empathize. By framing climate change as symptoms of menopause, a universally human and deeply emotional experience, we make the crisis relatable. It’s not just scientific fact anymore; it’s someone we love, mother [nature], finally speaking up.
?
Challenge
Everyone remembers that Coldplay concert scandal when a CEO and CFO were caught having an affair on the kiss cam.
One viral moment. Millions of views. No “undo” button.
!
Idea
Samsung’s AI photo editing feature lets you erase unwanted people or objects from any photo flawlessly. So what if Samsung could rewrite that viral mistake?
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