AI made for real life
Solving real-life Gen Z struggles
For the launch of the Samsung Galaxy S25 Series, we introduced Galaxy AI not as futuristic technology, but as a companion for everyday life.
At a time when culture was filled with big promises about AI, we focused on something more human: the everyday challenges people face and the small moments where technology can genuinely make a difference. Through a Cinematic Universe of characters, we showed how Samsung Galaxy helps youngster navigate real-life situations, solve everyday struggles, and make the most of every moment.
“Seamless Actions Across Apps”
"Introducing Galaxy S25 Ultra”
"A True AI Companion Is Coming"
Credits
Agency: BBH Singapore
Chief Creative Officer: Sascha Kuntze
Creative Directors: Charlene Chua, Michael Chin, Chin Wei Hao
Associate Head of Art: Sid Lim
Associate Creative Directors: Mark Peeters, Robert Nelk
Senior Art Directors: Grace Wong, Koon Hoong Muk
Senior Copywriter: Ishan Venkat
Art Directors: Sixin Wu, Eunice Tan
Copywriters: Enkania Lee, Gwendolyn Lee
Junior Art Directors: Jia Min Tan, Jonathan Chen
Content Creator: Gerard Koh
Directors: Mackenzie Sheppard / ERNEST DESUMBILA / RICHARD DARGE