Two decades. One question: did it work?
Two decades. One Question: Did it work?
Design director, hands-on. UI, ecommerce, and AI-integrated retail experiences for Samsung, PUMA, and Boss. Head of Digital Design at Cheil UK, now opening up to independent work.
BOSS · CONCEPT, AI DIRECTION, UI DESIGN
An in-store AI experience for Boss Members Week. Customers chose a look, took a photo, and walked away with a cinematic video of themselves wearing Boss in Santorini. →
PUMA SOUTH AFRICA · UI/UX DESIGN, ART DIRECTION, ANIMATION
An award-winning experiential activation for PUMA. Phones-as-paddles, in-store traffic driven on the night. Webby Honoree. →
SAMSUNG · UI/UX DESIGN, ART DIRECTION, ANIMATION
A flagship purchase experience for Samsung UK. Letting buyers bundle, trade-in and configure in one seemless flow. →
PUMA SOUTH AFRICA · AR APP DESIGN
An AR app using PUMA magazine ads as markers. Bringing two of their most technical shoes to life. →
GEORGE· UI/UX DESIGN, ART DIRECTION
Rethinking George.com. New taxonomy, bolder UI and forward-thinking ways for shoppers to build their wardrobe. →
SAMSUNG · UI/UX DESIGN, ART DIRECTION, ANIMATION
A dynamic 3D experience, exploring the features of the Samsung Galaxy Z Folding range. →
CHEIL UK · UI/UX DESIGN, ART DIRECTION, 3D DESIGN & ANIMATION
A Web3 event hosted by Cheil UK.
I took on 3D design and animation, art direction of posters, NFTs, a report & a small microsite. →
SAMSUNG · UI/UX DESIGN, ART DIRECTION, ANIMATION
A premium, focused E-commerce experience for Samsung UK. →
©2026 Objective Measure · Michael Pauls