Samsung’s Maestros Academy

Samsung’s Maestros Academy was a multi-award-winning initiative created to connect Italian youth with Made in Italy excellence and the country’s rich tradition of handcrafted artistry. The project combined physical workshops and a digital platform to preserve traditional craftsmanship whilst aligning with Samsung’s innovative brand identity.

As part of the creative team at Leo Burnett Milan, I oversaw art direction, developed custom illustrations, and designed the platform’s user experience.

The Challenge: Bridging Tradition and Innovation

Italy’s artisanal heritage was facing a critical succession challenge: young people increasingly pursued corporate careers over traditional crafts, threatening centuries-old techniques. Samsung sought to address this cultural crisis whilst strengthening its connection to Italian creativity and innovation.

The challenge was creating an authentic cultural initiative rather than superficial branded content. The academy needed to genuinely serve young Italians and master craftspeople whilst naturally embodying Samsung’s values of innovation, excellence, and passing knowledge to future generations.

Strategic Development Through Co-Design

Through an international co-design process involving Samsung stakeholders, Italian cultural institutions, and master artisans, we refined the academy’s aesthetic to be “more Samsung”, balancing reverence for traditional Italian craftsmanship with contemporary digital sophistication.

We defined engagement mechanics that would appeal to tech-savvy youth whilst respecting the contemplative, hands-on nature of artisanal learning. Lessons were structured for maximum impact, combining in-person masterclasses with digital documentation that could inspire broader audiences.

Prestigious Partnerships

We identified and secured strategic brand partnerships with iconic Italian institutions that would foster authentic collaborations rather than transactional sponsorships. The project successfully engaged legendary brands including Ermenegildo Zegna, Borsalino, Missoni, and E. Marinella, each representing excellence in their respective crafts from tailoring to hat-making.

Prestigious cultural institutions like Teatro alla Scala and Istituto Europeo di Design (IED) joined the initiative, dramatically strengthening credibility and cultural resonance. These partnerships ensured that Maestros Academy was perceived as a genuine contribution to Italian heritage preservation rather than marketing theatre.

Creative Direction and Visual Identity

As part of the creative team, I oversaw the overall art direction, ensuring visual consistency across physical events and digital touchpoints. The aesthetic needed to honour traditional Italian design sensibilities whilst feeling contemporary and Samsung-appropriate.

I developed handmade illustrations that became the project’s visual signature—deliberately crafted by hand to mirror the artisanal processes being celebrated. These illustrations featured throughout the platform, creating warmth and humanity that purely digital graphics couldn’t achieve. Each illustration referenced specific crafts, tools, and techniques, serving both decorative and educational purposes.

Platform Design and User Experience

I designed the digital platform’s UI to showcase masterclasses, artisan profiles, and educational content in an accessible, engaging format. The interface balanced rich visual storytelling with intuitive navigation, ensuring that both young digital natives and older artisans could comfortably engage with the content.

I established comprehensive UX guidelines to ensure seamless development across the platform’s various features—video libraries, registration systems, social sharing tools, and profile pages. These guidelines maintained design consistency whilst allowing flexibility for future content expansion.

International Recognition

Samsung’s Maestros Academy earned prestigious international recognition:

• Gold Lion (PR) – Cannes Lions International Festival of Creativity, 2014
• Bronze Lions (Direct & Promo & Activation) – Cannes Lions, 2014
• Bronze Clio Award (Client + Connect) – Clio Awards, New York, 2014
• Gold (Branded Content Digital Driven) – ADCI, 2014

These accolades validated the project’s effectiveness in connecting brands with cultural purpose, demonstrating that thoughtfully crafted initiatives can achieve both commercial and social objectives.

Legacy and Impact

Beyond the awards, Maestros Academy created meaningful connections between generations of Italian artisans and inspired young people to explore traditional crafts. The initiative demonstrated Samsung’s commitment to Italian culture whilst providing a template for how technology brands can authentically support heritage preservation.

The project remains a career highlight, proof that brand partnerships grounded in genuine cultural contribution can transcend traditional advertising to create lasting value for communities, brands, and creative professionals alike.

Project Vitals

Specialty: Art Direction, UI/UX Design, Illustration, Brand Partnerships, Cultural Branding
Client: Samsung Electronics
Agency: Leo Burnett Milan
Role: Art Director, UI Designer, Illustrator
Partners: Ermenegildo Zegna, Borsalino, Missoni, E. Marinella, Teatro alla Scala, IED
Recognition: Gold Lion (Cannes), Bronze Lions (Cannes), Bronze Clio, Gold ADCI
Year: 2014
Industry: Technology, Cultural Heritage, Luxury Brands