Clear thinking
Start with the real problem. Strip away the fog. Keep the nuance that matters.
About / Samuel Smith
The useful bit is the human bit.
I’m a writer, filmmaker and creative strategist. For more than 15 years, I’ve helped technology and finance brands explain difficult products without making them dull.
01 / The short version
Clarity, with some life in it.
At Binance, I lead English copy and content strategy across campaigns, product stories, video, executive communications and creator work for a platform used by more than 300 million people.
My wider work spans investing and crypto messaging for SoFi, financial storytelling for Benzinga, growth and content at Hypernatural, early voice-AI work with ElevenLabs, and speech and persona evaluation for Meta.
Film came first. I trained in screenwriting at the National Film School, IADT, then wrote and directed Okay Google, Fridge and Buy The Dip. That background still shapes everything I make: find the point, earn attention and make every second count.
Joined-up craft
Strategy, copy and production work better when they share the same brain.
Story instinct
A useful idea still needs pace, tension and a reason to care.
02 / A few signals
03 / Keep going