SEOUL, SOUTH KOREA – Samsung Electronics has unveiled its new global campaign, SmartThings meets AI Home, showcasing how its AI-enabled innovations are transforming the smart home experience into one that is more autonomous, intuitive, and focused on quality of life.
The campaign emphasizes the synergy between Samsung’s AI Home vision and its SmartThings platform, which connects and manages devices seamlessly in one place. Unlike traditional smart home systems that still require significant user input, Samsung AI Home anticipates needs, automates routines, and adapts to lifestyles – helping households spend less time on chores and more time on meaningful moments.
From switching off lights and closing blinds to activating appliances like robot vacuums, dishwashers, and washing machines, Samsung AI Home streamlines tasks with minimal intervention. “Samsung AI Home is here to make life more convenient, efficient, healthy and safe. Our latest campaign illustrates the tangible benefits of Samsung’s unique AI Home experiences that users get to enjoy. Home finally becomes a place it should be – a place where you get to do less, and live more,” said Tal Shub, Global Executive Creative Director at Cheil.
Cheil Worldwide spearheaded the integrated campaign, crafting the lead film that captures a family’s daily life through the lens of an unexpected narrator. The narrative highlights how Samsung AI Home quietly works in the background, enabling families to focus on what truly matters: enriched, undisturbed quality time.
The full 360-degree rollout spans multiple channels and iconic locations worldwide, including TVCs, Samsung-owned platforms, and landmark digital billboards at Piccadilly Circus and Times Square. Complementary assets such as single-minded films, key visuals, and digital out-of-home activations will spotlight the campaign’s central value pillars through relatable, everyday scenarios.
Credits
Campaign Title: SmartThings meets AI Home
Client (Samsung Electronics): Yeji Kim, Misoo Choo, Hosun Ryu, Jongeun Lee
Creative Agency: Cheil
Global Executive Creative Director: Tal Shub
Art Director: Woohyun Lim, Jose Maria Neves
Copywriter: Drew Botcherby
Account Director: Euiyoung Kim
Account Manager: Hyunsoo Ra, Sohyun Jess An, Eyoung Kwon, Seohyeon Kim
Head of Global Planning: Eldad Heilweil
Agency Producer: Daniel Son
Media Planners: Global Media Strategy Team
Project Manager: Hyekyung Lee
Production: DUO Films, Gang Films
Director: Jason van Bruggen
DOP: Olmo Sobrino
Executive Producer: Tony Moon, Jean Villers, Matt Grousset
Producer: Lisa Myer, Teresa Masdeu
Head Of Production: Xavi Ros
PM: Pablo Martínez
1st AD: Javier Zamorano
Editorial: UPPERCUT
Head of Production: Nicholas Markus
Executive Producer: Lisa Sadek
Senior Producer: Chris Muldoon
Producer: Harrison Draper
Editor: George Dodsworth
Assistant Editor: Allen Rounsley
Head of Visual Effects: John Geehreng
Flame Artist: Peter Oliver
Junior Flame Artist: Ernie Armitage
Visual Effects Assistant: Frankie Morales
Post Production: The-Artery
Executive Visual Effects Producer: Vico Sharabani, Deborah Sullivan
Visual Effects Producer: Jared Biunno
Visual Effects Coordinator: Gerry Orz, Hannah Sinagra
Compositing Supervisor: Bruno Martins de Azevedo
Compositor: Abigael Kurtz, Eric Kim, Je Ho Yoo
Junior Compositor: Aaron Windmueller
Colorist: Steve Picano
Graphics Artist: Samuel Checo
Photo Retoucher: Dave Miao, Steve Warren
Music and Sound: Sorisomssi (SRSC)
Sound Supervisor: Samuel Choi
First Assistant: Min Jung Kim
Second Assistant: Ji Hyun Sim
Music Composer: Joo Yeop Kim
