Developed by Cheil Seoul, the global spot for Samsung Vision AI shifts the focus from what’s on the screen to how viewers engage with their TVs and the content they care about. The campaign illustrates practical, everyday scenarios where Vision AI enhances usability—from identifying information on-screen and translating content in real time to automatically improving picture and sound quality.

Directed by award-winning filmmaker Samir Mallal, the film also highlights gesture-based controls made possible when the TV is paired with a Galaxy Watch, offering an alternative to traditional remotes.

Joseph Park, head of the customer marketing team, visual display (VD) business at Samsung Electronics, said, “As consumers expect increasing levels of smart functionality from their televisions, this spot by Cheil effectively conveys how our products use Samsung Vision AI to comprehensively uplift the user experience.”

“We’re confident that this suite of innovative features and the user-centric focus they bring will be appreciated by people around the globe and from all walks of life,” he added.

In addition to the main film, Cheil produced a series of 30-second edits that highlight individual features of Samsung Vision AI through everyday moments set in the living room.

The campaign began its global rollout in April across TV, out-of-home placements, and social media platforms, with additional content expected to launch both internationally and in local markets.

Tal Shub, global executive creative director at Cheil Korea, said, “Samsung’s rich legacy of innovation, which unlocks new experiences, is perfectly reflected in this launch campaign for Samsung Vision AI. Putting viewers at the centre of the storytelling is a bold move that shows just how committed Samsung is to delivering user-centric products.”

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Promising the next big thing in television, the campaign highlights how Samsung Vision AI enhances the TV viewing experience, demonstrating its ability to interact with users beyond just displaying content.

Directed by South African filmmaker Billy Pols, the global spot follows a family in a contemporary setting, showcasing the AI TV’s stand, cable-free design, and its ability to adapt to user preferences and operate autonomously.

Working with Cheil Worldwide, electriclime° produced the project through its new Korea office, led by Executive Producer Seung Ku Lee. The film, shot in Bangkok, Thailand, with DoP Maxim Desmet, was completed within a 30-day production timeline.

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