To launch the Samsung Galaxy S26, Cheil transformed Samsung and carrier retail locations across New York, California, and Texas into immersive K-Pop destinations—bringing fans closer to both the device and some of the genre's biggest artists through live experiences, product demonstrations, and Seoul night market-inspired activations. The program originated from a competitive RFP, where an experience concept I developed won the business and became the foundation for the national tour.

Visitors explored key Galaxy S26 features including Nightography, Privacy Display, Horizontal Lock, and Photo Assist through interactive product experiences, exclusive giveaways, live DJ programming, and meet-and-greets with leading K-Pop talent. In partnership with DIVE, the tour featured appearances from Eric Nam, Hannah Bahng, Woosung, Mark Tuan, Shownu, Eric of The BOYZ, and Hyungwon, creating a high-energy environment that drove both engagement and product trial.

Working alongside creative leadership, I led the day-to-day creative development and execution of the program, overseeing the activation experience, custom event app, promotional giveaways, and consumer-facing marketing materials. The project was also one of the agency's earliest large-scale AI production initiatives and only the second program to leverage AI as a core creative production tool. I developed and implement a new AI-assisted workflow used to create the highly detailed illustration system that powered every consumer touchpoint across the campaign.

Partnering across strategy, experience design, development, production, and account teams, I helped guide the program from winning pitch through national execution. Along the way, we solved creative and technical challenges in real time, establishing a scalable model for future AI-assisted experiential and retail campaigns.