Singapore: Samsung Electronics, in collaboration with BBH Singapore, has launched its global campaign for the highly anticipated Galaxy S25 Series, with a particular focus on positioning Galaxy AI as an essential companion that enhances daily life. The campaign aims to showcase how the Galaxy S25 Ultra’s groundbreaking AI features seamlessly integrate into users’ routines, making it a tool they can’t live without.
The integrated campaign marks BBH Singapore’s second global collaboration with Samsung, following the remarkable success of the Galaxy AI launch in 2024. This latest effort brings to life the advanced AI capabilities of the S25 Series, highlighting the device’s ability to transform everyday experiences.
The campaign spans multiple channels, including social media, digital platforms, TV, and cinema, and is designed to foster deep social engagement. It features a hero product film released during the Galaxy Unpacked event, alongside six commercial spots, each focusing on the S25 Ultra’s new features. The creatives introduce a Cinematic Universe of characters, all using the Galaxy S25 to tackle everyday challenges – from finding the perfect pet-friendly restaurant to instantly sharing recommendations with friends.
“We identified a crucial opportunity with the S25 Ultra launch to transform how people think about Galaxy AI,” said Sascha Kuntze, Chief Creative Officer at BBH Singapore. “Through an audience-centric campaign, built around genuine everyday insights, we’ve shown how Galaxy AI fits naturally into people’s lives—not just as innovative technology, but as a true companion.”
The campaign also introduces the use of smart mnemonics to enhance recognition and strengthen the campaign’s impact across diverse platforms.
Sung Chang, Executive Vice President at Samsung Electronics, commented: “Working with BBH, the campaign perfectly showcases the next chapter of Galaxy AI, welcoming a new era where your phone understands and adapts to you like never before.”
CREDITS
Client: Samsung Electronics
Agency: BBH Singapore
Chief Creative Officer: Sascha Kuntze
Creative Director: Charlene Chua, Gustavo Bonzanini, Michael Chin, Chin Wei Hao
Associate Head of Art: Sid Lim
Associate Creative Director: Robert Nelk, Mark Peeters
Senior Art Director: Grace Wong, Koon Hoong Muk
Senior Copywriter: Ishan Venkat
Art Director: Sixin Wu, Eunice Tan
Copywriter: Enkania Lee, Gwendolyn Lee
Junior Art Director: Jia Min Tan, Jonathan Chen
Content Creator: Gerard Koh
Managing Director: Sid Tuli
Head of Growth: Siying Goh
Business Director: Gabrielle Munro, Abbas Zafar, Jasmine Portman
Project Director: Sheryl Chua
Senior Account Director: Claire Wong
Account Director: Valerie Ho
Associate Account Director: Sabrina Ang
Account Manager: Angel Fadila
Senior Account Executive: Stephanie Toh
Account Executive: Pei Xuan Soh, Rowena Ng, Claudia Tan
Head of Production: Wendi Chong
Executive Producer: Derri Ng
Producer: Cheryl Tiah
Chief Strategy Officer: Chris Chalk
Head of Cultural Strategy: Kyle Duckitt
Senior Strategist: Felicia Ong
Strategist: Meili Yeo
Junior Strategist: Gershayne Phua
Social Specialist: Kristal Lee, Su Tien Chow
Production
Feature Films
ProdCo.
Habitant Mexico
The Assembly Rooms
Pang Wei Fong
Black Kite
The Mill Seoul
String and Tins
Teaser
ProdCo.
Habitant Mexico
Tammy Quah
The Mill Seoul
String and Tins
Intro Film
Stink Films
Sauvage TV
Tammy Quah
Habitant Mexico
Room 121
String and Tins
Full credits
Feature Films
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
Habitant Mexico Service Company
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
Black Kite
Colourist: Rich Fearon
Head of 2D: Guillaume Weiss
Post Producer: Phil Roy Brewster
Head of Production: Hannah Ruddleston
The Mill Seoul
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
Teaser
ProdCo.
Director: Rick Darge
MD/EP: Jon Adams
EP: Ella TG
HOP: Sam Levene
Producer: Tarquin Glass
DOP: Octavio Arias
Production Designer: Jonathan Houlding
Editor
Tammy Quah
Habitant Mexico Service Company
MD: Arturo Arroyo
EP: Matias Godoy
Producer: Ana Gaxiola
The Mill Seoul
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 Design: Kaspar Broyd
Foley: The Foley Barn
Lead Audio Producer: Katie Buxton
Additional Audio Producer: Claire Toms
Music Supervision: Mike Bamford, Matt Saunders-Davies
Composer: Kieran Seebach
Intro Film
Stink Films
Director: Ernest Desumbila
Exec Producer: Jon Chads
Producer: Jane Lloyd
DP: Kaname Onoyama
1st AD: Ferran Rial
PM: Alex Yiaxis
Prod. Designer: Julio Gomez
Wardrobe Stylist: Lorena Ledezma
Editor
Blink Post
Tammy Quah
Habitant Mexico
HoP: Elizabeth Tapia
Line Producer: Ana Gaxiola
EP: Gleny Valiente
MD: Arturo Arroyo
Sauvage TV
Directed by: Ernest Desumbila
EP: Eva Laffitte
ECD: Ernest Desumbila
CD: Albert Montero
VFX Producer: Llibert Figueras
VFX Supervisor on set: Dereeck Barnert, Helmuth Barnert
VFX Coordinator: Alex Navarro, Marta Silva
CONCEPT ART 3D Generalist: Nico Zarza, Ferrán Sellarès, Júlia Bosch, Pipe Camara, Roger Piñol, Josep Ismael Trias, Noé Delaye
FX artist: Samuel Gamboa, Arnau Espàrrech, Roger Oller
Animation: Victor Muñoz, Emanuel Espinoza
MGFX Artist: Rodrigo Sevilla
Compositors: Joan Palacios, Diogo Santos, Òscar Gutiérrez, Guillem Maresma, Alex Sotilla, Joaquin Cuervo, Sergi Soley, Lorenzo Lovera, Noa Bofill, George Marmoutas
Editor: Joao Teixeira
Online Editor: Julián Lema, Max Lainz
Grading: Xavi Santolaya
Roto & Track: VINANIMATION
Administration: Belén Segura
Room 121
Executive Producer: Jed Park
Post-production Director: Uk Jang
Producers: In Baek, Yeonjeong Joo, Sewi Ryu
Line Producer: Seungmin Bae
Head 3D Artists: Sukhwan Choi, Dongmyoung Kim, Ban Seok Yu, In Ho Cha, Soo In Lee
3D Artists: Haeri Na, Jaei Geum, Dong Hyeun Lee, Myeong Hyeun Cho, Ju Nyeon Kim, Min Su Kim, Hee Eun Cho
Head 2D Artist-Compositions: Osun Gwon
2D Artists-Compositions: Yikyoung Park, Pureum Lee, Kyungwon Lee, Hyeonsu Shin
Studio Manager: Yidam Jeong
Production Manager: HyeonGeun Yoon, Sungjun Kim
Production Coordinator: Hyunjin Ko
Sound Design and Music: String and Tins
Sound Supervisor: Culum Simpson
Sound Design: Nigel Mannington & Gez Lloyd
Additional Sound: Kaspar Broyd, Jim Stewart, Adam Hare
Foley: Cobblestone Foley
Lead Audio Producer: Katie Buxton
Additional Audio Producers: Claire Toms, Eimear Gorey
Music Supervision: Mike Bamford, Matt Saunders-Davies
Composers: Michael Lovett, Nick Hill, Ryan Gorringe
