Samsung has rolled out a campaign, 'Life opens up with Galaxy', to spotlight its S26 Series.

However, in the campaign, the device itself makes a very short appearance on screen.

Conceptualised by Cheil Korea, the campaign consists of a three-minute ad film.

It premiered at the opening of the Galaxy Unpacked event held in San Francisco on 25 February.

The film builds on the Galaxy brand's philosophy of 'Life opens up with Galaxy.' Created through collaboration with Academy Award-winning director Tom Hooper, it is designed to celebrate the power of human connection and imagination that unlocks limitless potential. The film portrays two young friends, Mia and Paige, who are inseparable. When Mia finds out Paige is moving away, she is eager to find a solution that will help them stay friends forever. Guided by her imagination, Mia takes an empty Galaxy box and transforms it into a one-of-a-kind creation that helps her and Paige stay connected in unimaginable ways. Through play and make-believe, we see how Mia’s creation can connect her with her best friend even when they are apart. At the end of the film, the unique creation turns an ordinary cardboard box into a real spaceship, helping the two friends reunite and continue their adventures together. The larger-than-life yet intimate storytelling that turns the moment of loss into moments full of hope and joy reminds us that infinite possibilities are fueled by human imagination and creativity, not technology alone. sThe film aims to position Samsung Galaxy as a life companion that opens up endless possibilities for all and inspires us to dream bigger.

What we think about it: Leans heavily on heartfelt storytelling and childhood imagination to communicate the brand’s philosophy, but its three-minute runtime and predictable arc may test the patience of audiences used to shorter digital formats. Still, the decision to keep the device almost invisible is a bold move, reinforcing Samsung’s attempt to position the Galaxy less as a product and more as a companion to human connection and creativity.

Tal Shub, global executive creative director, Cheil Korea, said, "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 honoured to have Tom bring this story to life with incredible nuance, joy, and charm."

Hooper added, "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 centre."

The global campaign will run for a year across TV, cinema, digital, and social.

CREDITS:

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

Colour: Paletto

Colourist: Haewon Kwak

Assistant colourist: Sujeong Park, Daseul Kim, Dongwoo Jo and Seunghui Kim

Music: Soundtree Music

Managing director and creative partner: Jay James

Composer: Luke Fabia, Benjamin Joes

Sound design and mixing: 750mph

Sound designer: Sam Ashwell

Head of production: Rachel Saxon