Samsung

A mixed-media marketing series that spotlights the people and the science that makes Samsung AI sparkle.

I had the wonderful opportunity to join the team at Panic Studio and direct a mixed-media marketing series, taking viewers behind the scenes of Samsung’s latest AI innovations. From noise cancelling features to a fridge that keeps track of your groceries, the series covered a wide range of technical and complex subjects. Through playfully merging live-action with animation, each film transformed employee stories into dreamlike visual worlds that would make the abstract feel a bit more tangible.

To navigate the narrative in a light, accessible way, each film is centred around a sidekick to guide and move us through the technical worlds with curiosity and humour. Inspired by popular AI tools in use, one of our films features a sparkle-shaped companion that shifts form as the story unfolds. Part guide, part visual metaphor, moving effortlessly through footage and gradient dreamscapes on a journey alongside us.

Our second film heroes a girl and her cat as they step into an animated universe built around fresh produce and bold ideas. Guiding viewers through the chaos of ambitious algorithms and incredible innovations. Helping us not only understand the technical processes, but also experience the imagination and passion behind it all.

Across the series, typography, symbols and graphic elements are treated as part of the storytelling, with color and motion shifting in response to location, light, and mood. Crafting unexpected narratives and visual treatments that would set each film apart, feeling unique yet connected across the series. The result is a visual playground that remains recognizably Samsung wherever the story travels.