LAUNCHED THE
SAMSUNG GALAXY
S24 PHONE GLOBALLY
- JUST LIKE THAT*
*hyperbolic
Samsung kicked off 2024 by ushering in a new era of mobile. Because they introduced the S24 series of phones, powered by #GalaxyAI.
So, as part of the campaign, we created a series of films that showed the world how Galaxy AI’s new features made doing epic things effortless. From easier ways to communicate, to awe-inspiring creativity that empower users, just like that.
These films were launched on television, outdoor, digital and social in over 50 markets. This campaign helped Samsung turn the tide on their stagnating global market share and regain the #1 smartphone seller spot. With a 28% boost in key market sales, 4.8 million mentions of Galaxy AI – and a 933% increase in profits. Just like that.
Grandpa must win, just like that
Feature: Text Translation
Summary your boss, just like that
Feature: AI Summary
CIRCLE IT, FIND IT. JUST LIKE THAT.
Samsung Galaxy S24 Launch
To celebrate Circle to Search, developed with Google, Samsung introduced a smarter, easier way to search anything on your phone. Just circle what you see, and instantly get the information you need
— without switching between apps.
Find that dog lamp, just like that
Feature: Circle to Search
Make it slow, just like that
Feature: Instant Slow-mo
Speak like a local, just like that
Feature: Call Translation
Galaxy S24 Ultra: Official Introduction Film | Samsung
Galaxy AI is finally here. Check out this epic demo of all that
you can do with the first Galaxy AI phone – the new S24 Ultra.
SIX: To be honest, this campaign was a looong journey. It started as a pitch, and honestly... who would've thought a small team in Singapore could win a global launch? But we did. It was just six of us in a tiny room, figuring things out one day at a time. Then we flew to Mexico for the shoot—I love that city. After that, we froze in Korea during post.
I'm probably not the best person to tell the whole story, but I do know this: I got to work with the best team here. In that smelly room, day by day, month by month, we always said, "It's not worth it." But Gaston was always telling us to see the bigger picture.
We still talk about that Lau Pa Sat night, when we thought we'd found the best idea... and then it died the next morning. We cried so much, but we moved on, again and again. I still don't have the answer to whether it was worth it or not. But I grew loooooooooot on this journey, and I'll always be grateful for that.