Cry if you want to. Cheil Korea and Samsung have planned for that with a heartstring-tugging celebration of the power of human connection and imagination to unlock limitless potential…and the “Hollywood” ability to enthral. The message is wrapped inside a story about two best friends, Mia and Paige, about to be torn apart when one family moves. Guided by her imagination, Mia takes an empty Galaxy box and transforms it into a one-of-a-kind “device” that helps the pair to stay connected in unimaginable ways.
Through play and make-believe, Mia’s creation connects her with her best friend even when they are apart. At the end of the film, the unique device turns an ordinary cardboard box into a real spaceship, helping the two friends reunite and continue their adventures together.
Guiding the three-minute film’s emotive persuasion is the direction of Academy Award-winning director, Tom Hooper, and the Samsung Galaxy philosophy, Life opens up with Galaxy.
The magical story turns the moment of loss into moments full of hope and joy, reminding its audience that infinite possibilities are fuelled by human imagination and creativity, not technology alone. Samsung Galaxy is positioned as a life companion that opens up endless possibilities for all and inspires us to dream bigger.
Authenticity was key to the creative development process. The storyline, scenes, and many of the inventive functions and designs seen in the film were inspired by the imagination of the future generation. In casting sessions, the director asked the talented actors to bring their own imaginative box and describe all the magical things it could do.
While the film’s release is aligned with the launch of Samsung’s latest Galaxy S26 Series, the device itself makes a very short appearance on screen, which is a bold choice made by Samsung that proves how committed the brand is to putting people at the centre of everything.
“In a world excited by the generative power of AI, I was touched by this story from Samsung that celebrates the generative power of children’s imagination. This film reminds us of the primacy of human creativity and inventiveness. Mia imagines capabilities for her creation that go far beyond what any real-world tech can actually do. What inspires Mia is friendship and love. I was struck by how much the Samsung and Cheil teams guided my making of this film with such emotional delicacy and intelligence. The human experience is always at the centre,” Tom Hooper commented.
“It is a rare opportunity to be able to celebrate a brand’s core philosophy in such a pure and imaginative way. Galaxy has long stood for openness, and this film takes it to new heights and gives it a new meaning. We were excited and honoured to have Tom bring this story to life with incredible nuance, joy, and charm,” added Tal Shub, global executive creative director, Cheil Korea.
The global campaign will run for a year across TV, cinema, digital, and social.
Credits
Client: Samsung Electronics
Executive Vice President: Sung Chang
Marketing Director: Yongwoo Kim
Marketing Manager: Woongki Kim, Hanlim Kim
Creative Agency: Cheil Korea
Global Executive Creative Director: Tal Shub
Senior Art Director: Woohyun Lim
Art Director: Jose Maria Neves
Senior Copywriter: Drew Botcherby
Creative Producer: Leon Park (Ireum Film)
Producer: Keith Park (Ireum Film)
Head of Global Strategy: Eldad Heilweil
Global Strategy Team Lead: Min Young Yoon
Account Director: Eunji Kim
Account Executives: I Rang Im, Minji Kang, Sou Youn Lee
Production Company: Smuggler
Director: Tom Hooper
DOP: Steve Annis
Executive Producer: Tom Knight
Producer: Luca Chapman
1st AD: Ben Howarth
Production Designer: Ninon DeKlerk
Service Production: Juice Film
Executive Producer: Carmen Amos
Head of Production: Marisa Bracher
Producer: Greer Hoeks
Production Manager: Kelly Drummond
Editing: Whitehouse Post
Executive Producer: Ella Sedgwick
Editor: Russell Icke
Assistant Editor: Thomas Sheriff
VFX: Giant Step
VFX Lead: Inho Yang
2D Lead Artist: Haeryung Lee
3D Lead Artist: Donghwan Lee
Colour: Paletto
Colourist: Haewon Kwak
Assistant Colourists: Sujeong Park, Daseul Kim, Dongwoo Jo, Seunghui Kim
Music: Soundtree Music
Managing Director & Creative Partner: Jay James
Composer: Luke Fabia, Benjamin Joes
Sound Design & Mixing: 750mph
Sound Designer: Sam Ashwell
Head of Production: Rachel Saxon
