Find Your How

2025

Samsung B2B Campaign

Overview.

In a business world obsessed with WHY, we focused on the people responsible for HOW.

“Find Your How” is a B2B campaign for Samsung that repositions the brand from a hardware provider to a transformation enabler—elevating the role of IT leaders as strategic architects of change.

We set ourselves to building a narrative, a platform, and a system that worked across industries, formats, and org charts. We launched with a cinematic anthem spot and a bold visual system that made discovery part of the message.

The result? A rare combination in B2B: strategic clarity, creative intrigue, and design that doesn’t just inform—it sticks.

The Insight

When the CEO finishes the keynote and turns to their CTO, only one question matters: How are we actually going to do this?

That shift—from vision to execution—is the space Samsung Business wanted to own. We went deep into ITDM mindsets, surfaced a range of manifestos, and struck gold with a line that said it all: Find Your How.

The Idea

“Find Your How” became both a narrative platform and a visual metaphor. The line invited audiences into a moment of discovery—strategically aligning Samsung with the individuals who drive transformation.

We made the "how" visually disappear into the design—hidden in plain sight—so when people saw it, they didn’t just read it, they felt it. That sense of friction is what made it memorable.