Seoul: Samsung has launched a new three-minute brand film for its Samsung Galaxy series, celebrating the power of human imagination and connection beyond technology.
The film's storytelling highlights how imagination and creativity fuel limitless possibilities, positioning Galaxy as a life companion that inspires people to dream bigger rather than focusing solely on technology. Authenticity played a key role in the creative process, with several ideas and imaginative elements in the film inspired directly by children's concepts shared during casting sessions. While the film aligns with the launch of the latest Samsung Galaxy S26 Series, the device itself appears only briefly on screen-a deliberate creative decision to keep the narrative centred on human emotion and imagination. "In a world excited by the generative power of AI, I was touched by this story from Samsung that celebrates the generative power of children's imagination.
This film reminds us of the primacy of human creativity and inventiveness - Mia imagines capabilities for her creation that go far beyond what any real-world tech can actually do. What inspires Mia is friendship and love. I was struck by how much the Samsung and Cheil teams guided my making of this film with such emotional delicacy and intelligence. The human experience is always at the center," said Tom Hooper."It is a rare opportunity to be able to celebrate a brand's core philosophy in such a pure and imaginative way. Galaxy has long stood for openness, and this film takes it to new heights and gives it a new meaning. We were excited and honored to have Tom bring this story to life with incredible nuance, joy, and charm," commented Tal Shub, Global Executive Creative Director at Cheil Korea. The global campaign will roll out over the next year across television, cinema, digital and social platforms, with Cheil Korea serving as the creative agency behind the campaign. https://www.youtube.com/watch?v=U7sNW10V8gw
Credits
Campaign Title: Life opens up with Galaxy Client: Samsung Electronics Executive Vice President: Sung Chang Marketing Director: Yongwoo Kim Marketing Manager: Woongki Kim, Hanlim Kim Agency: Cheil Korea Global Executive Creative Director: Tal Shub Senior Art Director: Woohyun Lim Art Director: Jose Maria Neves Senior Copywriter: Drew Botcherby Creative Producer: Leon Park (Ireum Film) Producer: Keith Park (Ireum Film) Head of Global Strategy: Eldad Heilweil Global Strategy Team Lead: Min Young Yoon Account Director: Eunji Kim Account Executive: I Rang Im, Minji Kang, Sou Youn Lee Production: Smuggler Director: Tom Hooper DOP: Steve Annis Executive Producer: Tom Knight Producer: Luca Chapman 1st AD: Ben Howarth Production Designer: Ninon DeKlerk Service Production: Juice Film Executive Producer: Carmen Amos Head of Production: Marisa Bracher Producer: Greer Hoeks Production Manager: Kelly Drummond Edit: Whitehouse Post Executive Producer: Ella Sedgwick Editor: Russell Icke Assistant Editor: Thomas Sheriff VFX: Giant Step VFX lead: Inho Yang 2D Lead Artist: Haeryung Lee 3D Lead Artist: Donghwan Lee Color: Paletto Colorist: Haewon Kwak Assistant Colorist: Sujeong Park, Daseul Kim, Dongwoo Jo, Seunghui Kim Music: Soundtree Music MD / Creative Partner: Jay James Composer: Luke Fabia, Benjamin Joes Sound Design & Mixing: 750mph Sound Designer: Sam Ashwell Head of Production: Rachel Saxon