Hasta La Creative!

Samsung, via BBH Singapore, has launched a new global campaign showing how Galaxy S25 Ultra with Google Gemini solves everyday challenges with AI assistance.

??The series of three films presents scenarios where the Galaxy S25 Ultra's AI capabilities shine—from cooking mishaps, laundry challenges, to exam assistance.

Company

Persuasion

BBH Singapore

Chief Creative Officer: Sascha Kuntze
Creative Director: Charlene Chua, Sid Lim
Associate Creative Director: Robert Nelk, Mark Peeters
Senior Art Director: Grace Wong, Melissa Ho, Koon Hoong Muk
Art Director: Sixin Wu
Senior Copywriter: Judy Au
Copywriter: Gwendolyn Lee
Junior Art Director: Jia Min Tan

Managing Director: Sid Tuli
Head of Growth: Siying Goh
Business Director: Gabrielle Munro
Senior Account Director: Claire Wong
Account Director: Valerie Ho, Rachel Tan
Associate Account Director: Sabrina Ang
Senior Account Executive: Stephanie Toh
Account Executive: Pei Xuan Soh

Head of Production: Wendi Chong
Senior Producer: Vanessa Thomas

Chief Strategy Officer: Stephane Missier
Associate Strategy Director: Felicia Ong
Junior Strategist: Gershayn Phua
Social & Content Director: Mathilde Caraccio
Associate Social Media Director: Rebekah Anthony
Social Specialist: Kristal Lee
Junior Social Specialist: Su Tien Chow

Production Partners

Condensed list

Director: Mackenzie Sheppard
Production Company: ProdCo
Service Company: Blur Films (Barcelona), Habitant Productions (Mexico)
Offline Editors: Pang Wei Fong, Tammy Quah
Online Post Production: Black Kite Studios, Studio DOF
Music Composition & Audio Post: String and Tins
Social Media Content Creator: Keenan Lam

Full credits (Laundry & Recipe)

Production Company: ProdCo.
Director: Mackenzie Sheppard
Founding Partners / EPs: Ian Pons Jewell & Zico Judge
MD/EP: Jon Adams
EP: Amy Appleton
Head of Production: Sam Levene
Producer: Ellie Fry
DOP: Pat Aldinger
Director's Assistants: Kai Sandy
Onsite Editor: Sho Date
Production Manager: Ria Hanish-Oakes
Casting UK: Mark Summers
Casting US: Danielle Eskinazi Casting CCDA
Stylist: Neesha Champaneria

Service Company: Blur Films (Barcelona)
MD: Inés Segura
EP: Edu Olavide
Head of Production: Pablo Harraiz, Francesca Gaidolfi
Producer: Idoia Sánchez
Production Manager: Marta Pijoan
Production Designer: Rodo Fernandez
1st AD: Guillermo Escribando

Colour & Online Post Production: Black Kite Studios
VFX Supervisor/Lead: Jonathan Box
Colourist: Rich Fearon
Senior Producer: Hazel Gibson, Phil Brewster

Online & Deliverables Post Production: Studio DOF
2D Lead: Youkyung Kim
Motion Graphics: Heeyoung Lee
Producers: CJ Hwang, Ashley JinKim
Technical Operation: Sam Jang

Sound Design and Music: String and Tins
Sound Supervisor: Jim Stewart
Sound Design: Jim Stewart & Culum Simpson
Foley: Cobblestone Foley
Lead Audio Producer: Alina Miroshnichenko
Music Supervision: Matt Saunders-Davies
Composer: Ryan Gorringe

Full credits (Study Group)

Production Company: ProdCo.
Director: Mackenzie Sheppard
DOP: Oliver Millar
2nd Unit Director: Kai Sandy
Production Designer: Jonathan Houlding
Stylist: Neesha Champaneria
MD: Jon Adams
Head of Production: Sam Levene
EP: Ella TG
Producer: Polly du Plessis
Production Manager: Sam Somers

Service Company: Habitant (Mexico)
MD: Arturo Arroyo
EP: Matias Godoy
Producer: Andrea Fumero

Edit House
The Assembly Rooms
Editor: Jack Williams
Editor & Assistant: Tamara Ishida
Editor EP: Dan Breheny
Editor Producer: Phoebe Armstrong
Work Post Editor: Pang Wei Fong
Blink Post Editor: Tammy Quah

Black Kite VFX
Colourist: Rich Fearon
Head of 2D: Guillaume Weiss
Post Producer: Phil Roy Brewster
Head of Production: Hannah Ruddleston

Studio DOF Deliverables
2D Lead: Youkyung Kim
Flame Artist: Hyunhee Baek
Nuke Artist: Somyi Yang
Motion Graphic: Heeyoung Lee
Producer: Ashley Jin Kim

Sound Design and Music: String and Tins
Sound Supervisor: Jim Stewart
Sound Design: Jim Stewart & Nigel Mannington
Foley: The Foley Barn, Cobblestone Foley
Lead Audio Producer: Alina Miroshnichenko
Additional Audio Producer: Claire Toms
Music Supervision: Mike Bamford, Matt Saunders-Davies
Composer: Ryan Gorringe

Campaign Timeline

May 2025

Total Wine & More, with a creative assist from Ampersand Agency, launches its most significant marketing to date with a music-centric campaign.

YouTube looks to connect brands with creators at NewFronts.

YouTube looks to connect brands with creators at NewFronts.

YouTube looks to connect brands with creators at NewFronts.

YouTube looks to connect brands with creators at NewFronts.

Em 2009, uma ideia infantil e aparentemente boba se transformou em um dos maiores cases da publicidade nacional. Em vez de discursos tediosos sobre sustentabilidade, a Fundação SOS Mata Atlântica e a (hoje extinta) agência F/Nazca Saatchi & Saatchi apostaram em algo cotidiano – e um tanto controverso – para conscientizar sobre o desperdício de …

Leia 15 anos do primeiro Titanium Lions brasileiro: como “Xixi no Banho” fez história na íntegra no B9.

Em 2009, uma ideia infantil e aparentemente boba se transformou em um dos maiores cases da publicidade nacional. Em vez de discursos tediosos sobre sustentabilidade, a Fundação SOS Mata Atlântica e a (hoje extinta) agência F/Nazca Saatchi & Saatchi apostaram em algo cotidiano – e um tanto controverso – para conscientizar sobre o desperdício de …

Leia 15 anos do primeiro Titanium Lions brasileiro: como “Xixi no Banho” fez história na íntegra no B9.

Em 2009, uma ideia infantil e aparentemente boba se transformou em um dos maiores cases da publicidade nacional. Em vez de discursos tediosos sobre sustentabilidade, a Fundação SOS Mata Atlântica e a (hoje extinta) agência F/Nazca Saatchi & Saatchi apostaram em algo cotidiano – e um tanto controverso – para conscientizar sobre o desperdício de …

Leia 15 anos do primeiro Titanium Lions brasileiro: como “Xixi no Banho” fez história na íntegra no B9.