Samsung


“Be More You”

Samsung asked us to create a campaign for their network of agentic AI offerings. This included the full suite of Samsung SmartThings appliances, the Galaxy phone, and the Galaxy Watch.

Once again, we used Samsung’s money to ask the question: “What if there was a weirdo?”

The answer is a series of :15 spots spotlighting the major pillars of Samsung’s agentic AI offerings: Pet Care, Family Care, Self-Care, Energy Saving, and Play/Viewing.

(New career high is specifying that latex top on the DJ in the pet care one.)

We partnered with Brazil-based studio Maverick using a hybrid approach of real-life actors captured on a soundstage acting out the performances live, which we then used to generate the final scenes, including costuming, set design, and background actors.

  • I wrote the :15s

  • Art directed full campaign including look and feel of UI popups 

  • We made an AI-generated anthem :60 that the client liked so much that they actually ran it

  • Was gonna just be a bizarre experiment but you gotta give the people what they want