Description
BBH Singapore has created the global launch campaign for the Samsung S25 Series, with a focus on positioning Galaxy AI as an indispensable tool that is fundamental to people’s daily lives.
The work, which will roll out globally over the coming weeks, is BBH Singapore’s second global campaign as key agency for Samsung's flagship phone, following the astounding success of Galaxy AI's launch in 2024.
BBH created an integrated campaign built for social engagement, developing a vast ecosystem of content centred around S25 Ultra's new features and AI capabilities. The approach consists of a social campaign that brings the phone's groundbreaking AI technology to life, alongside a hero product film launched during Galaxy Unpacked and six commercials focused on highlighting the new features.
BBH created a Cinematic Universe of characters, appearing across channels and platforms in various everyday situations where Samsung Galaxy can help them to make the most out of every moment. For example, finding the perfect pet-friendly restaurant and sharing it instantly. The creative also uses smart mnemonics as a deliberate way to strengthen recognition across the campaign, which will run across multiple channels including Social, Digital, TV and Cinema.
"We identified a crucial opportunity with the S25 Ultra launch to transform how people think about Galaxy AI," said Sascha Kuntze, Chief Creative Officer. "Through an audience centric campaign built around genuine everyday insights, we've shown how Galaxy AI naturally fits into people's lives - not just as innovative tech, but as a companion.”
Sung Chang, EVP at Samsung Electronics, said: “Working with BBH, the campaign perfectly showcases the next chapter of Galaxy AI, welcoming a new era where your phone understands and adapts to you like never before.”
This professional campaign titled 'Introducing Galaxy S25 Ultra' was published in Multinational Worldwide and Singapore in February, 2025. It was created for the brand: Samsung, by ad agency: BBH Singapore. This Film and Integrated media campaign is related to the Electronic Devices industry and contains 2 media assets. It was submitted about 1 month ago.
Credits
Client: Samsung Electronics
Agency: BBH Singapore
Chief Creative Officer: Sascha Kuntze
Creative Director: Charlene Chua, Gustavo Bonzanini, Michael Chin, Chin Wei Hao
Associate Head of Art: Sid Lim
Associate Creative Director: Robert Nelk, Mark Peeters
Senior Art Director: Grace Wong, Koon Hoong Muk
Senior Copywriter: Ishan Venkat
Art Director: Sixin Wu, Eunice Tan
Copywriter: Enkania Lee, Gwendolyn Lee
Junior Art Director: Jia Min Tan, Jonathan Chen
Content Creator: Gerard Koh
Managing Director: Sid Tuli
Head of Growth: Siying Goh
Business Director: Gabrielle Munro, Abbas Zafar, Jasmine Portman
Project Director: Sheryl Chua
Senior Account Director: Claire Wong
Account Director: Valerie Ho
Associate Account Director: Sabrina Ang
Account Manager: Angel Fadila
Senior Account Executive: Stephanie Toh
Account Executive: Pei Xuan Soh, Rowena Ng, Claudia Tan
Head of Production: Wendi Chong
Executive Producer: Derri Ng
Producer: Cheryl Tiah
Chief Strategy Officer: Chris Chalk
Head of Cultural Strategy: Kyle Duckitt
Senior Strategist: Felicia Ong
Strategist: Meili Yeo
Junior Strategist: Gershayne Phua
Social Specialist: Kristal Lee, Su Tien Chow
Production
Feature Films
ProdCo.
Habitant Mexico
The Assembly Rooms
Pang Wei Fong
Black Kite
The Mill Seoul
String and Tins
Teaser
ProdCo.
Habitant Mexico
Tammy Quah
The Mill Seoul
String and Tins
Intro Film
Stink Films
Sauvage TV
Tammy Quah
Habitant Mexico
Room 121
String and Tins
Full credits
Feature Films
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
Habitant Mexico Service Company
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
Black Kite
Colourist: Rich Fearon
Head of 2D: Guillaume Weiss
Post Producer: Phil Roy Brewster
Head of Production: Hannah Ruddleston
The Mill Seoul
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
Teaser
ProdCo.
Director: Rick Darge
MD/EP: Jon Adams
EP: Ella TG
HOP: Sam Levene
Producer: Tarquin Glass
DOP: Octavio Arias
Production Designer: Jonathan Houlding
Editor
Tammy Quah
Habitant Mexico Service Company
MD: Arturo Arroyo
EP: Matias Godoy
Producer: Ana Gaxiola
The Mill Seoul
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 Design: Kaspar Broyd
Foley: The Foley Barn
Lead Audio Producer: Katie Buxton
Additional Audio Producer: Claire Toms
Music Supervision: Mike Bamford, Matt Saunders-Davies
Composer: Kieran Seebach
Intro Film
Stink Films
Director: Ernest Desumbila
Exec Producer: Jon Chads
Producer: Jane Lloyd
DP: Kaname Onoyama
1st AD: Ferran Rial
PM: Alex Yiaxis
Prod. Designer: Julio Gomez
Wardrobe Stylist: Lorena Ledezma
Editor
Blink Post
Tammy Quah
Habitant Mexico
HoP: Elizabeth Tapia
Line Producer: Ana Gaxiola
EP: Gleny Valiente
MD: Arturo Arroyo
Sauvage TV
Directed by: Ernest Desumbila
EP: Eva Laffitte
ECD: Ernest Desumbila
CD: Albert Montero
VFX Producer: Llibert Figueras
VFX Supervisor on set: Dereeck Barnert, Helmuth Barnert
VFX Coordinator: Alex Navarro, Marta Silva
CONCEPT ART 3D Generalist: Nico Zarza, Ferrán Sellarès, Júlia Bosch, Pipe Camara, Roger Piñol, Josep Ismael Trias, Noé Delaye
FX artist: Samuel Gamboa, Arnau Espàrrech, Roger Oller
Animation: Victor Muñoz, Emanuel Espinoza
MGFX Artist: Rodrigo Sevilla
Compositors: Joan Palacios, Diogo Santos, Òscar Gutiérrez, Guillem Maresma, Alex Sotilla, Joaquin Cuervo, Sergi Soley, Lorenzo Lovera, Noa Bofill, George Marmoutas
Editor: Joao Teixeira
Online Editor: Julián Lema, Max Lainz
Grading: Xavi Santolaya
Roto & Track: VINANIMATION
Administration: Belén Segura
Room 121
Executive Producer: Jed Park
Post-production Director: Uk Jang
Producers: In Baek, Yeonjeong Joo, Sewi Ryu
Line Producer: Seungmin Bae
Head 3D Artists: Sukhwan Choi, Dongmyoung Kim, Ban Seok Yu, In Ho Cha, Soo In Lee
3D Artists: Haeri Na, Jaei Geum, Dong Hyeun Lee, Myeong Hyeun Cho, Ju Nyeon Kim, Min Su Kim, Hee Eun Cho
Head 2D Artist-Compositions: Osun Gwon
2D Artists-Compositions: Yikyoung Park, Pureum Lee, Kyungwon Lee, Hyeonsu Shin
Studio Manager: Yidam Jeong
Production Manager: HyeonGeun Yoon, Sungjun Kim
Production Coordinator: Hyunjin Ko
Sound Design and Music: String and Tins
Sound Supervisor: Culum Simpson
Sound Design: Nigel Mannington & Gez Lloyd
Additional Sound: Kaspar Broyd, Jim Stewart, Adam Hare
Foley: Cobblestone Foley
Lead Audio Producer: Katie Buxton
Additional Audio Producers: Claire Toms, Eimear Gorey
Music Supervision: Mike Bamford, Matt Saunders-Davies
Composers: Michael Lovett, Nick Hill, Ryan Gorringe
