While working within PIT, an internal consulting group at Samsung, I led a strategic task force dedicated to the evolution of the gaming landscape during the early years of the pandemic. The aim was to understand emering gaming behavior and to assist from R&D through launch phases of the Samsung Odyssey series, including the flagship Odyssey Ark.

Consumer Research: Led an extensive research initiative to decode emerging gaming behaviors across Gen Z and Gen Alpha, while conducting deep-dive ethnographic studies of Millennial professional streamers.

Strategic Insights: Developed comprehensive consumer segments to develop the Odyssey brand, moving from hardware to a lifestyle focus.

Creative Direction: Oversaw the visual narrative of the project from early-stage R&D prototypes to the final US launch, ensuring that technical innovations were translated into aspirational lifestyle content.