food for thought
Client: Samsung
Role: Creative Director
CD Copy: James Maclen
01 PROBLEM
Samsung’s tablets have long been seen as practical, work-first devices. The challenge was to shift that perception and attract a younger, more creative audience who see technology not as a tool for tasks, but as a catalyst for imagination and self-expression.
02 SOLUTION
We positioned Samsung’s Galaxy AI as a creative partner. By using AI-generated imagery and effects as part of the storytelling itself, we let the technology quietly prove its power without calling attention to it. The result was a seamless expression of how imagination can lead, with AI simply following along, empowering anyone to turn ideas into fully realized creative work.
03 RESULTS
The spot reframed their new Tab S11 from a work device into a canvas for creativity.
