AI LIVING
GLOBAL CAMPAIGN, BROADCAST, SOCIAL, DIGITAL
CLIENT
Samsung
AI is complicated. Living shouldn't be.
AGENCY
Crispin
For Samsung, we reframed the connected home not as a place filled with technology, but as a feeling: personal, intuitive and always evolving. This campaign showed how Galaxy AI and SmartThings could work together to understand how you live, anticipate what you need and adapt around you.
Through human, relatable storytelling, we shifted in-home AI from something overwhelming to something people could actually see themselves living with.
The work became Samsung’s #1 performing appliance campaign, delivering a 75% video completion rate, 2× benchmark, 1.2B impressions, a 6% lift in SmartThings awareness and a 5% increase in purchase intent.
ROLE:
Head of Creative
TEAM:
Matt Herr, ECD
Daisy James, Design Director
Dorothy Austin, CD
Danielle Bremmer, CD
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