Samsung - SmartThings x Galaxy AI

The Crispin team was presented with a unique challenge - show the benefits of the integration of complex product systems across Samsung’s offerings to customers so they can feel the ease of life that is possible inside Samsung’s universe. The resulting work was an intricate balance of story x product x features across four different :30 films that each highlighted one of Samsung’s target audiences and illustrated how SmartThings x Galaxy AI could take the friction out of modern life.

The campaign came together quickly, moving swiftly into production and delivering all assets within 4 months of Strategic Kick-Off, with direct involvement from both Samsung’s US CMO and Head of Connected Experience to help make sure our production moved smoothly through Samsung’s many product + marketing teams. We partnered with 1st Ave Machine and visionary directors Mathery to bring bright personality and warmth to what could otherwise have been tech-heavy concepts. The craft and effortless sense of fun in the final spots speak for themselves - but Samsung also reported that this campaign was their highest performing EVER in Brand Awareness and Recall categories, beating previous KPI records and earning lots of respect from their Samsung Global counterparts.

• CTV/Digital/Social Video Content

• Complex Product Integration

• International Shoot (Montreal)

Agency: CRISPIN

Director: MATHERY

Production Company: 1st Ave Machine

Editorial: Lucas Moesch / Beast Editorial NYC

Audio Mix: Bronx Audio NYC

VFX/Online: 1st Ave Machine

Original Music Score: Singing Serpent