Samsung Memory Website.
Highlighting Technology Through Human Values.

About the Project

The Samsung Memory website showcases the key advantages of the company’s advanced memory chips—delivering longer battery life, enhanced reliability, and superior performance. These benefits were brought to life through clear technical comparisons, while a companion social media campaign personified the frustrations of using inferior memory through a cast of relatable, character-driven narratives. Together, the digital experience and campaign effectively communicated Samsung's value proposition in both informative and emotionally resonant ways.

 

Related Services
Interaction Design
Visual Interface Design
Brand Expression

Role
Interaction Design Director

 
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Making Device Memory Memorable

Samsung’s memory website showcased head-to-head comparisons with competitors’ memory chips to highlight performance advantages. To bring common user frustrations to life, a YouTube video campaign introduced playful “conspirator” characters—Battery Brutus, Fiona Freeze, and Loading Ball Larry—each representing familiar pain points like short battery life, system lag, and slow loading times.

Educating Consumers

The website leads with the pain points associated with choosing inferior memory chips, using relatable scenarios to capture user frustration. It then helps consumers understand the functional benefits and key differences of Samsung memory, making the case for performance, reliability, and a smoother user experience.

Personifying User Pain Points

As part of the brief to “make memory memorable,” a YouTube video campaign was produced featuring “The Conspirators”—personified characters representing the pain points of inferior memory chips. Battery Brutus, Fiona Freeze, and Loading Ball Larry brought humor and clarity to the frustrations users face, helping to highlight the value and performance benefits of choosing Samsung memory.

 

Samsung Memory Website Gallery