South Korea – Samsung has released a three-minute film for its Galaxy brand that focuses on human connection and imagination, extending the brand philosophy of ‘Life opens up with Galaxy’. The film was created in collaboration with Cheil Korea and director Tom Hooper and premiered during the opening of the Samsung Galaxy Unpacked in San Francisco on 25 February.
The campaign film is said to run globally for a year across television, cinema, digital, and social platforms.
The film follows two young friends, Mia and Paige, who face separation when Paige moves away. In response, Mia imagines a way for them to remain connected by transforming an empty Galaxy box into a creative device that allows them to stay in touch in unexpected ways.
Through imaginative play, the film portrays how Mia’s invention helps maintain their friendship despite the distance. In the final scene, the cardboard box becomes a spaceship that reunites the two friends, allowing them to continue their adventures together.
According to Samsung, the film highlights the role of imagination and creativity in shaping possibilities, positioning Galaxy as a companion that supports people in exploring new ideas and experiences.
Moreover, authenticity was a key element during the film’s development. The storyline, scenes, and several imaginative functions featured in the film were influenced by ideas shared by young actors during casting sessions, where they were asked to bring their own imaginative box and describe the possibilities it could create.
Although the film coincides with the launch of the Samsung Galaxy S26 Series, the device itself appears only briefly on screen, placing greater emphasis on the story and characters rather than the product.
“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 honored to have Tom bring this story to life with incredible nuance, joy, and charm,” commented Tal Shub, global executive creative director at Cheil Korea.
“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. The human experience is always at the center,” added Hooper.
