Samsung has released a new three-minute brand film for its Galaxy line that highlights the power of imagination and human connection beyond technology.
Created in collaboration with Academy Award-winning director Tom Hooper, the film premiered at the opening of the Samsung Galaxy Unpacked in San Francisco on February 25.
The film follows two young friends, Mia and Paige, who share a close bond. When Mia learns that Paige will be moving away, she begins imagining ways for them to stay connected. Using an empty Galaxy box, Mia creates an imaginative device that symbolically allows the two friends to remain close even when they are apart.
Through playful storytelling and make-believe, Mia’s creation eventually transforms an ordinary cardboard box into a spaceship that reunites the friends and allows them to continue their adventures together.
According to Samsung, the story emphasises that limitless possibilities are driven not only by technology but also by human creativity and imagination. The Galaxy brand is portrayed as a companion that helps people unlock those possibilities.
The creative process behind the film also drew inspiration from children’s imagination. During casting sessions, actors were asked to bring their own imaginative boxes and describe the magical things they could do.
Although the film coincides with the launch of the new Samsung Galaxy S26 series, the device appears only briefly on screen, reflecting Samsung’s decision to focus the story on people rather than technology.
“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 center,” said Tom Hooper.
“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 honored to have Tom bring this story to life with incredible nuance, joy, and charm,” said Tal Shub, Global Executive Creative Director at Cheil Worldwide.
Samsung said the campaign will run globally for a year across television, cinema, digital and social platforms, with Cheil Korea serving as the creative agency behind the project.
