This is a project that involves photographic strategy and art direction for TV lifestyle images, which are widely used in Samsung's global marketing communications. The creative team of Cheil, where I worked, created several groups of character personas according to the features and design of each TV lineup. We set character personalities, backgrounds, occupations, hobbies, and even family relationships in careful detail and cast professional talents who can perfectly play the roles. Through location scouts and prop styling, we also designed sets that looked as if they were realistic living environments. We also created angles and wrote scenarios to show the TV watching environment. Working with a professional photographer, stylists, and light designers, we could finally realize this carefully designed content as a series of images.