Date 8th May: Samsung, via BBH Singapore, has launched a new global campaign showing how Galaxy S25 Ultra with Google Gemini transforms everyday challenges through AI assistance.
The campaign is a follow-up to BBH Singapore’s global launch campaign for the Galaxy S25 Ultra in January.
The series of three films presents relatable scenarios where the Galaxy S25 Ultra’s AI capabilities shine—from cooking mishaps, laundry challenges, to exam assistance. Each story showcases Galaxy S25’s conversational intelligence through Gemini Live, positioning it as the ultimate tool for learning new things every day.
Samsung via BBH Singapore created the socially forward campaign to connect directly with Gen Z audiences who are actively learning new ways to make their daily experiences more effortless. This is evidenced by the staggering 10.6 million #LifeHack posts shared on TikTok, and more than 40% of US Gen Z viewing AI as their go-to solution for everyday challenges*.
The global campaign launches from May across television, cinema, social, and online platforms.
Sascha Kuntze, Chief Creative Officer, BBH Singapore, said: “This campaign captures what people really want – practical solutions that make life easier. Rather than positioning the AI as futuristic tech, we’re showing how Galaxy S25 Ultra unlocks everyday discovery and is your go-to companion for figuring things out.”
Credits
BBH Singapore
Chief Creative Officer: Sascha Kuntze Creative Director: Charlene Chua, Sid Lim Associate Creative Director: Robert Nelk, Mark Peeters Senior Art Director: Grace Wong, Melissa Ho, Koon Hoong Muk Art Director: Sixin Wu Senior Copywriter: Judy Au Copywriter: Gwendolyn Lee Junior Art Director: Jia Min Tan
Managing Director: Sid Tuli Head of Growth: Siying Goh Business Director: Gabrielle Munro Senior Account Director: Claire Wong Account Director: Valerie Ho, Rachel Tan Associate Account Director: Sabrina Ang Senior Account Executive: Stephanie Toh Account Executive: Pei Xuan Soh
Head of Production: Wendi Chong Senior Producer: Vanessa Thomas
Chief Strategy Officer: Stephane Missier Associate Strategy Director: Felicia Ong Junior Strategist: Gershayn Phua Social & Content Director: Mathilde Caraccio Associate Social Media Director: Rebekah Anthony Social Specialist: Kristal Lee Junior Social Specialist: Su Tien Chow
Production Partners
Condensed list
Director: Mackenzie Sheppard Production Company: ProdCo Service Company: Blur Films (Barcelona), Habitant Productions (Mexico) Offline Editors: Pang Wei Fong, Tammy Quah Online Post Production: Black Kite Studios, Studio DOF Music Composition & Audio Post: String and Tins Social Media Content Creator: Keenan Lam
Full credits (Laundry & Recipe)
Production Company: ProdCo. Director: Mackenzie Sheppard Founding Partners / EPs: Ian Pons Jewell & Zico Judge MD/EP: Jon Adams EP: Amy Appleton Head of Production: Sam Levene Producer: Ellie Fry DOP: Pat Aldinger Director’s Assistants: Kai Sandy Onsite Editor: Sho Date Production Manager: Ria Hanish-Oakes Casting UK: Mark Summers Casting US: Danielle Eskinazi Casting CCDA Stylist: Neesha Champaneria
Service Company: Blur Films (Barcelona) MD: Inés Segura EP: Edu Olavide Head of Production: Pablo Harraiz, Francesca Gaidolfi Producer: Idoia Sánchez Production Manager: Marta Pijoan Production Designer: Rodo Fernandez 1st AD: Guillermo Escribando
Colour & Online Post Production: Black Kite Studios VFX Supervisor/Lead: Jonathan Box Colourist: Rich Fearon Senior Producer: Hazel Gibson, Phil Brewster
Online & Deliverables Post Production: Studio DOF 2D Lead: Youkyung Kim Motion Graphics: Heeyoung Lee Producers: CJ Hwang, Ashley JinKim Technical Operation: Sam Jang
Sound Design and Music: String and Tins Sound Supervisor: Jim Stewart Sound Design: Jim Stewart & Culum Simpson Foley: Cobblestone Foley Lead Audio Producer: Alina Miroshnichenko Music Supervision: Matt Saunders-Davies Composer: Ryan Gorringe
Full credits (Study Group)
Production Company: ProdCo. Director: Mackenzie Sheppard DOP: Oliver Millar 2nd Unit Director: Kai Sandy Production Designer: Jonathan Houlding Stylist: Neesha Champaneria MD: Jon Adams Head of Production: Sam Levene EP: Ella TG Producer: Polly du Plessis Production Manager: Sam Somers
Service Company: Habitant (Mexico) MD: Arturo Arroyo EP: Matias Godoy Producer: Andrea Fumero
Edit House The Assembly Rooms Editor: Jack Williams Editor & Assistant: Tamara Ishida Editor EP: Dan Breheny Editor Producer: Phoebe Armstrong Work Post Editor: Pang Wei Fong Blink Post Editor: Tammy Quah
Black Kite VFX Colourist: Rich Fearon Head of 2D: Guillaume Weiss Post Producer: Phil Roy Brewster Head of Production: Hannah Ruddleston
Studio DOF Deliverables 2D Lead: Youkyung Kim Flame Artist: Hyunhee Baek Nuke Artist: Somyi Yang Motion Graphic: Heeyoung Lee Producer: Ashley Jin Kim
Sound Design and Music: String and Tins Sound Supervisor: Jim Stewart Sound Design: Jim Stewart & Nigel Mannington Foley: The Foley Barn, Cobblestone Foley Lead Audio Producer: Alina Miroshnichenko Additional Audio Producer: Claire Toms Music Supervision: Mike Bamford, Matt Saunders-Davies Composer: Ryan Gorringe
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