Samsung + BBH Singapore’s new campaign shows AI’s role in solving real-life Gen Z struggles
Samsung, via BBH Singapore, has launched a new global campaign showing how Galaxy S25 Ultra with Google Gemini transforms everyday challenges through AI assistance. The campaign is a follow-up to BBH Singapore’s global launch campaign for the Galaxy S25 Ultra in January.
The series of three films presents relatable scenarios where the Galaxy S25 Ultra’s AI capabilities shine—from cooking mishaps, laundry challenges, to exam assistance. Each story showcases Galaxy S25’s conversational intelligence through Gemini Live, positioning it as the ultimate tool for learning new things every day.
Samsung via BBH Singapore created the socially forward campaign to connect directly with Gen Z audiences who are actively learning new ways to make their daily experiences more effortless. This is evidenced by the staggering 10.6 million #LifeHack posts shared on TikTok, and more than 40% of US Gen Z viewing AI as their go-to solution for everyday challenges*.
The global campaign launches from May across television, cinema, social, and online platforms.
Sascha Kuntze, Chief Creative Officer, BBH Singapore, said: “This campaign captures what people really want – practical solutions that make life easier. Rather than positioning the AI as futuristic tech, we’re showing how Galaxy S25 Ultra unlocks everyday discovery and is your go-to companion for figuring things out.”
Credits
BBH Singapore
Chief Creative Officer: Sascha Kuntze
Creative Director: Charlene Chua, Sid Lim
Associate Creative Director: Robert Nelk, Mark Peeters
Senior Art Director: Grace Wong, Melissa Ho, Koon Hoong Muk
Art Director: Sixin Wu
Senior Copywriter: Judy Au
Copywriter: Gwendolyn Lee
Junior Art Director: Jia Min Tan
Managing Director: Sid Tuli
Head of Growth: Siying Goh
Business Director: Gabrielle Munro
Senior Account Director: Claire Wong
Account Director: Valerie Ho, Rachel Tan
Associate Account Director: Sabrina Ang
Senior Account Executive: Stephanie Toh
Account Executive: Pei Xuan Soh
Head of Production: Wendi Chong
Senior Producer: Vanessa Thomas
Chief Strategy Officer: Stephane Missier
Associate Strategy Director: Felicia Ong
Junior Strategist: Gershayn Phua
Social & Content Director: Mathilde Caraccio
Associate Social Media Director: Rebekah Anthony
Social Specialist: Kristal Lee
Junior Social Specialist: Su Tien Chow
Production Partners
Laundry & Recipe
Production Company: ProdCo.
Director: Mackenzie Sheppard
Founding Partners / EPs: Ian Pons Jewell & Zico Judge
MD/EP: Jon Adams
EP: Amy Appleton
Head of Production: Sam Levene
Producer: Ellie Fry
DOP: Pat Aldinger
Director’s Assistants: Kai Sandy
Onsite Editor: Sho Date
Production Manager: Ria Hanish-Oakes
Casting UK: Mark Summers
Casting US: Danielle Eskinazi Casting CCDA
Stylist: Neesha Champaneria
Service Company: Blur Films (Barcelona)
MD: Inés Segura
EP: Edu Olavide
Head of Production: Pablo Harraiz, Francesca Gaidolfi
Producer: Idoia Sánchez
Production Manager: Marta Pijoan
Production Designer: Rodo Fernandez
1st AD: Guillermo Escribando
Colour & Online Post Production: Black Kite Studios
VFX Supervisor/Lead: Jonathan Box
Colourist: Rich Fearon
Senior Producer: Hazel Gibson, Phil Brewster
Online & Deliverables Post Production: Studio DOF
2D Lead: Youkyung Kim
Motion Graphics: Heeyoung Lee
Producers: CJ Hwang, Ashley JinKim
Technical Operation: Sam Jang
Sound Design and Music: String and Tins
Sound Supervisor: Jim Stewart
Sound Design: Jim Stewart & Culum Simpson
Foley: Cobblestone Foley
Lead Audio Producer: Alina Miroshnichenko
Music Supervision: Matt Saunders-Davies
Composer: Ryan Gorringe
Study Group
Production Company: 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
Service Company: Habitant (Mexico)
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
Blink Post Editor: Tammy Quah
Black Kite VFX
Colourist: Rich Fearon
Head of 2D: Guillaume Weiss
Post Producer: Phil Roy Brewster
Head of Production: Hannah Ruddleston
Studio DOF Deliverables
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