Samuel Smith / Writer · Strategist · Filmmaker

Nobody owes youattention.I make work thatearns it.

Moving work / 01

Selected work · 01

BINANCE

01 / The throughline

From a six-second hook to a long-form argument, the job is the same: find the human truth, sharpen it, and give it momentum.

02 / The work

Made to land.

Films, campaigns and writing with a clear job to do—and enough character to be remembered afterwards.

Lead work / Narrative brand film

Big feeling.
Sharp landing.

Two compact stories that make the call to action part of the entertainment: cinematic ambition on one side, dry conversational mischief on the other.

Role: Concept · Script · Production
Brand: Binance
Format: Narrative campaign films

00:36

01 / Cinematic misdirection

What’s Your Dream?

Most people judge your dreams. Binance helps you build them.

00:26

02 / The slow-burn punchline

I Need More.

A human confession becomes a product reveal—then a crisp reason to act.

The CTA doesn’t interrupt the story. It completes the joke.

Case study 02

Performance creative at campaign speed.

Problem: Make complex products feel immediate in a crowded, fast-moving feed.
Role: Creative strategy, campaign concepts, copy, scripts and creator direction.
Approach: A modular system of hooks, proof, product and CTA across every format.

BinancePaid media2024—26

Result / supplied campaign dataset

$4.46MTracked lifetime revenue

1.47×Blended lifetime ROAS

93.7KAttributed first trades

AppsFlyer lifetime-value data supplied for review; totals rounded.

Binance · Paid creative · 16:9

The finance app checklist.

Super-app narrative / Product breadth

Built to travel

One campaign system. Every format.Hook · Proof · Product · CTA

Binance · Paid creative · 9:16

Perfect fit.

Product proof / Feature clarity

Binance · Paid creative · 9:16

One app. A world of finance.

Product storytelling / 15 seconds

Binance · Paid creative · 9:16

Market call.

Feature launch / Product utility

Binance · Paid creative · 9:16

Level nine: complete.

Culture-led creative / 20 seconds

Case study 03

Markets, without the fog.

Editorial and video education that makes finance feel legible without sanding off the nuance. Research becomes narrative; narrative becomes confidence.

Enter the reading room

Case study 04

One idea. Every surface.

Product narratives carried from positioning to landing pages, CRM, lifecycle, scripts and social—so every touchpoint sounds like the same intelligent brand.

PositioningLaunchesLifecycle

03 / The reading room