YOUR HOME
SPEAKS YOU
The first shoppable online experience where home automation becomes an expression of individuality, driving deeper connection between people, products, and brand.
Role: Associate Creative Director
Client: Samsung
Agency: Razorfish/Constellation
THE CHALLENGE
Each year, 1.2 to 2.4 million U.S. households buy smart home devices only to return them, often because they don't understand their full potential. While nearly half of smart device owners have connected products, most never connect them together — unsure of how or why they should.
Samsung has the largest home automation portfolio in the world, yet a disconnect remained. The category kept selling convenience and time savings, but people weren't buying the story. The question wasn't how smart homes work. It was why they should matter to people at all.
IDEA
We created a campaign platform that positioned automation not as cold convenience, but as a core expression of personal identity: "Your Home Speaks You." An immersive, shoppable online experience with a mobile-first approach — everything designed to evoke a sense of play, from the dollhouse-like 3D design to unique micro animations.
To crack the code on home automation, we used Samsung's own research alongside licensed tools and proprietary AI to identify key personality archetypes. Our findings were fed into a prompt that created six hero personas that became the nucleus of our storytelling.
To create the spaces and use cases, we sorted through hundreds of potential product combinations and mapped each scenario to one of our hero personas. Our in-house gen AI artists brought it all to life, creating playful, vibrant, category-defying visuals.
"Your Home Speaks You" isn't a series of how-to videos or a list of benefits. It's a collection of emotional experiences rooted in the things people enjoy in their home and the rooms in which they enjoy them.
SmartThings Interactive Home offers more than just smart devices.
it delivers personalized solutions that adapt to your life.
With SmartThings, your home speaks you.
IMPACT
An emotionally intelligent smart home proved more powerful than a technically advanced one.
