Samsung and Choojai & Friends celebrate a mother’s love in moving Galaxy AI film
In a world where the technology industry is heavily invested in presenting Artificial Intelligence (AI) as the center of change and the ultimate replacement for every human role, Samsung has made a brave and heartfelt strategic choice. Created by Choojai & Friends, the brand launched a campaign that completely counters the mainstream narrative. Instead of merely boasting about how smart and superior Galaxy AI is, Samsung deliberately chose to understate the role of technology in order to celebrate a power that remains superior to all innovation: the unconditional love of a mother.
The core of this campaign is the deeply moving, true-life story of “Boonrod Arreewong and his mother, “Ladda Arreewong”. Their journey reflects the incredible strength of a family bond battling numerous life challenges, including health issues, bullying, and the search for identity. This emotionally dimensional storytelling does more than just evoke empathy; it delivers a crucial message at a time when people are increasingly anxious about AI’s place in their lives.
As a market leader, Samsung uses this campaign to redefine the role of technology. The communication clearly positions Galaxy AI as merely an enabler—a tool that simplifies life—but never a replacement for the profound emotional commitment and dedication of a mother. This courageous act of momentarily reducing the status of its core product to elevate human value reinforces Samsung’s vision: the best technology is that which supports and preserves the most precious human connections, not that which is built to disrupt or supplant them.
Credits
Client: Samsung Thailand
Creative Agency: Choojai & Friends
Creative Director: Phairat Uaphadunglert
Associate Creative Director: Chavanon Tantisiriseranee
Art Directors: Pongpitch Pongpiriyakarn, Phairat Uaphadunglert, Samuttachai Wannapachaisakul
Copywriters: Chavanon Tantisiriseranee, Rojjanun Ronasen
Account Manager: Naruporn Kalayanalarp
Agency Producer: Chainarong Wattanathanaku
Production House: Hellofilmmaker
Director: Thitipong Kerdtongtawee
Assistant Director: Supawit Woothisart
Producer: Chotirat Wareerattanarot
Production Manager: Boonsita Limprasert
Production Assistants: Jakreeporn Feepakphrao
Director of Photography: Songsit Kasiroek
Focus Puller: Nuttapon Jantarajit
Gaffer: Ammaret Atthanon
Assistant Gaffer: Peerayuth Jangprai
Location Manager: Sukonthip Thongyam
Assistant Location Managers: Book Krishana, Nonthawat Boonrod, Songwut Vech-Udom, Jakapong Thanalattapong
Prop Master: Somyos Changphauk
Art Crew: Suphon Panthong, Sarun Pookkum, Ruangroj Suwannasri, Chakrit Chupoom, Akkhaladet Latthikakan, Waiken Kaewthongkham, Panupong Baibanterng, Piyavit Pamornnak, Songsak Junthop
Casting Director: Chutimon Lertvanitchkijkul
Stylist: Jane Kanawiwat
Assistant Stylists: Phimphan Khorpoem, Wichai Jailong, Pritsana Nalo, Sorrawit Youngwilai, Parunyu Sanpoomee, Sarocha Kittiphan
Makeup & Hair Stylist: Thanapat Udomsup
Sound Recorder: Waigoon Laopipatpinyo
Camera Equipment: Camera B Co., Ltd
Lighting & Grip Equipment: The Cinema Base Co., Ltd
Editor: Asamaporn Samakphan
Colorist: Phiradon Witcharonasorn
Post Production House: Zealots Boutique Post Production Co., Ltd
