Vision AI

As the #1 TV maker in the world for two decades, Samsung’s reputation in hardware innovation in unbeatable. But since competitors are catching up with similar quality screens, Samsung must shift its communication emphasis to software innovation. That’s why in 2025 we declared a new era for the category, with the first global brand campaign to promote Samsung’s flagship AI TV lineup.

Launch Film and TVC spots directed by Samir Mallal at Creators Inc.

Prior to a global rollout of the campaign, we created aniticipation and teased Vision AI during CES 2025.

Teaser video directed by Billy Pols at ºelectriclime.