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, created in collaboration with Academy Award-winning director Tom Hooper, premiered during the opening of the Galaxy Unpacked event held in San Francisco on February 25.
Built around the Galaxy brand philosophy of “Life opens up with Galaxy,” the film tells the story of two young friends, Mia and Paige, whose bond is tested when Paige prepares to move away. Determined to stay connected, Mia transforms an empty Galaxy box into a creative invention that allows them to remain close despite the distance.
Through playful imagination and make-believe, Mia’s creation becomes a powerful symbol of connection, ultimately transforming an ordinary cardboard box into a spaceship that reunites the friends and continues their shared adventures.
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.
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
