Samsung Product Launch:
Hybrid Email Copywriting & LLM Integration
Overview
For the launch of the new Samsung Galaxy AI phones, our team developed a modular design system with pod-based design and copy elements. Due to the high level of secrecy, the project was executed in a secure physical “clean room,” with all assets exchanged exclusively through client-provided proprietary portals.
Role
Because the project included LLM copy integration as an upsell, I was responsible for determining when LLM-generated content was appropriate—and when it wasn’t. To maintain strict client confidentiality, all copy was generated on a local instance of Llama, disconnected from the internet, with proprietary product names blinded from uploads.
Process
Over a four-week span, the team produced 120+ distinct emails—a significant increase compared to non-assisted human copy output. Each email included multiple modular options (subject lines, preheaders, hero headlines, body copy), all of which required detailed justifications. Because our internal client was Deloitte Korea and the end client Samsung, and neither team worked in native English, I created hundreds of fine-grained explanatory matrices for every copy option that allowed the Deloitte Korea team to connect creative decisions to business goals . These justifications enabled Deloitte Korea to clearly defend creative decisions to Samsung.
Outcome
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Successful delivery of modularized email campaigns within a compressed four-week timeline
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Adoption of a replicable modular copy system for future campaigns
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Established LLM usage guidelines balancing efficiency with creative integrity
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Improved cross-language alignment through granular justification matrices
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