Brand story
VIDEO
Photography
How do you show people what AI can actually do for them?
Samsung wanted to drive awareness of the AI technology built into its Galaxy devices and demonstrate how these new capabilities could enhance everyday experiences.
I led the creative development of a five-film campaign spanning five of Future’s specialist brands, using each audience and their interests to bring different Galaxy AI features to life through relatable, real-world scenarios.
From gaming and photography to food, creativity and productivity, the campaign moved the conversation beyond features and specifications to show the practical possibilities of AI in action.
The Challenge
AI was rapidly becoming one of the biggest conversations in technology, but understanding what it could actually add to everyday life was another matter.
Samsung had an expanding suite of AI-powered features within its Galaxy devices. The challenge was to communicate those capabilities without falling into a traditional product demonstration or overwhelming audiences with technical information.
I needed to find a way of making individual features immediately understandable while giving people a reason to care about them.
With five films speaking to five different specialist audiences, the campaign also needed enough flexibility for every story to feel authentic to its subject while still working together as one cohesive Samsung Galaxy AI campaign.
The Strategy
I centred the campaign around a simple idea: don’t explain AI in isolation to show what it enables.
Across five films, Galaxy AI was integrated into real-world scenarios spanning photography, gaming, cooking, creativity and productivity. Each story was shaped around the interests of its audience, making the technology feel relevant, accessible and genuinely useful.
The technology remained consistent.
The reason for using it changed.
My Role
As Art Director, I led the creative development of the campaign from initial concept through production, post-production and digital delivery.
I developed the concepts and scripts for all five films, established the visual direction and art directed both film and stills across multiple shoots. I also oversaw post-production and created the motion design system and accompanying digital experiences.
My responsibilities included:
Creative direction and concept development.
Concepting and scripting five films.
Art direction across film and photography.
Directing multidisciplinary production teams.
Overseeing edit, colour and sound.
Motion design and campaign assets.
Digital experience design.
