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.

The post Samsung releases short film celebrating imagination, human connection for Galaxy brand appeared first on MARKETECH APAC.

Titled ‘Animal Trash Fashion’, the campaign features digitally rendered visuals of animals such as sea turtles and seals entangled in plastic waste, presented in the style of high-fashion films. The concept reimagines litter as wearable items, underscoring the harmful effects of plastic pollution on wildlife.

The visuals were developed entirely using generative AI tools, allowing for the depiction of animal species that are difficult or unethical to film, while ensuring no animals were used or harmed in the process.

A 20 m x 60 m digital screen displaying the campaign was unveiled on July 21 in Seoul’s Gwanghwamun area, a prominent location near government offices and media outlets. The placement was made possible through support from online news publication Digital Chosun Ilbo, which aligned with the campaign’s public interest message.

“With AI, Animal Trash Fashion depicts the dire reality of the plastic crisis, in which 79% of globally produced plastics are being thrown away. Our work will be a step toward raising public awareness on plastic pollution,” said Park Minhye, executive director of WWF-Korea. 

“To achieve substantial results at the United Nations Intergovernmental Negotiation Committee to end plastic pollution (INC-5) taking place in Geneva this August, we need everyone’s attention and involvement,” she added. 

The campaign is part of WWF-Korea’s broader No Plastics in Nature initiative, which seeks to reduce plastic production and prevent further release of plastics into ecosystems by 2030.

Animal Trash Fashion will run until August 20 across out-of-home placements and WWF-Korea’s social media channels.

The post Sea turtles and seals model plastic waste in WWF’s generative AI campaign in South Korea appeared first on MARKETECH APAC.