Korea
Samsung Unveils Global Campaign “SmartThings Meets AI Home” to Redefine Connected Living: Samsung Electronics has launched its new global campaign, “SmartThings meets AI Home,” showcasing how artificial intelligence and connected living can make homes smarter, more adaptive, and more human-centered. Developed in close partnership with Cheil, the campaign reflects Samsung’s vision of a home where people do less and live more.
At the heart of the campaign is a main film narrated from an unexpected perspective. It highlights how Samsung AI Home, powered by SmartThings, allows families to enjoy meaningful quality time without disruption. The storytelling underlines Samsung’s mission: to make homes more intuitive, autonomous, and supportive of everyday life.
Thanks to SmartThings, Samsung’s global connected living platform, users can control all smart devices in one place. Unlike conventional smart homes, where people must give multiple commands, Samsung AI Home learns and anticipates needs. It can turn on the robot vacuum, start the dishwasher, manage laundry cycles, switch off lights, or close blinds—often before users even notice. This seamless automation creates an environment that is convenient, safe, and efficient.
“Samsung AI Home is here to make life more convenient, efficient, healthy, and safe,” said Tal Shub, Global Executive Creative Director at Cheil. “Our latest campaign illustrates the tangible benefits of Samsung’s unique AI Home experiences. Home finally becomes what it should be – a place where you get to do less, and live more.”
The campaign rollout is truly global. A full 360-degree launch will span television commercials, Samsung-owned channels, and landmark digital screens including Piccadilly Circus in London and Times Square in New York. Digital out-of-home activations, single-minded films, and striking key visuals will bring Samsung’s value pillars to life through relatable everyday moments inside the AI Home.
Campaign Credits
Campaign Title: SmartThings meets AI Home
Client (Samsung Electronics): Yeji Kim, Misoo Choo, Hosun Ryu, Jongeun Lee
Creative Agency: Cheil
- Global Executive Creative Director: Tal Shub
- Art Directors: Woohyun Lim, Jose Maria Neves
- Copywriter: Drew Botcherby
- Account Director: Euiyoung Kim
- Account Managers: Hyunsoo Ra, Sohyun Jess An, Eyoung Kwon, Seohyeon Kim
- Head of Global Planning: Eldad Heilweil
- Agency Producer: Daniel Son
- Media Planners: Global Media Strategy Team
- Project Manager: Hyekyung Lee
Production: DUO Films, Gang Films
- Director: Jason van Bruggen
- Director of Photography: Olmo Sobrino
- Executive Producers: Tony Moon, Jean Villers, Matt Grousset
- Producers: Lisa Myer, Teresa Masdeu
- Head of Production: Xavi Ros
- Production Manager: Pablo Martínez
- 1st Assistant Director: Javier Zamorano
Editorial: UPPERCUT
- Head of Production: Nicholas Markus
- Executive Producer: Lisa Sadek
- Senior Producer: Chris Muldoon
- Producer: Harrison Draper
- Editor: George Dodsworth
- Assistant Editor: Allen Rounsley
- Head of Visual Effects: John Geehreng
- Flame Artist: Peter Oliver
- Junior Flame Artist: Ernie Armitage
- Visual Effects Assistant: Frankie Morales
Post Production: The-Artery
- Executive Visual Effects Producers: Vico Sharabani, Deborah Sullivan
- Visual Effects Producer: Jared Biunno
- Coordinators: Gerry Orz, Hannah Sinagra
- Compositing Supervisor: Bruno Martins de Azevedo
- Compositors: Abigael Kurtz, Eric Kim, Je Ho Yoo
- Junior Compositor: Aaron Windmueller
- Colorist: Steve Picano
- Graphics Artist: Samuel Checo
- Photo Retouchers: Dave Miao, Steve Warren
Music and Sound: Sorisomssi (SRSC)
- Sound Supervisor: Samuel Choi
- Assistants: Min Jung Kim, Ji Hyun Sim
- Music Composer: Joo Yeop Kim
With “SmartThings meets AI Home,” Samsung emphasizes how technology can move beyond simple automation to create homes that understand, adapt, and care for their residents. By combining AI innovation with user-friendly connected living, Samsung is setting the standard for the next generation of smart homes worldwide.
