Staff Reporters
Jul 5, 2024

Samsung’s new global campaign taps travel bug to highlight Galaxy photo features

The work by BBH Singapore shows how new AI features in the Galaxy S24 like 'circle to search' turn travel photos into mobile tools.

Samsung’s new global campaign taps travel bug to highlight Galaxy photo features

For those north of the equator, it's summer travel season and Samsung is hoping to show summer travellers the benefits of using the new Galaxy S24 and its AI-enabled features.

Their latest work from BBH Singapore uses a series of films, OOH displays and social media engagement to highlight the benefits of using Galaxy AI features like 'Circle to Search', 'Photo Assist' and 'Instant Slow-mo' while on the go. 

The Gen Z-friendly campaign shows various travel scenarios where young travellers need to locate one another through landmarks, figure out the food they're eating, or buy some cool outfits they see, all by taking a quick photo and circling an object to trigger a web search on what it is.

Social videos also demonstrate how 'Photo Assist' instantly removes annoying objects that might ruin lovely travel photos such as construction cranes or birds flying into shots. 

Campaign's take: Fun and effective. The strength of these ads is in their brevity. In a matter of seconds, the work gives us an identifiable scenario, a relatable problem and a quick solution with new technology that anyone might want and can imagine using in various scenarios. Light-hearted and easy to watch, they make us want these features on our camera phones right now. 


Agency: BBH Singapore

Chief Creative Officer: Sascha Kuntze
Creative Director: Charlene Chua
Associate Creative Director: Chin Wei Hao
Copywriter: Enkainia Lee, Gwendolyn Lee
Senior Art Director: Grace Wong
Art Director: Sixin Wu, Dawn Abegail
Junior Art Director: Jia Min Tan
Managing Director: Sid Tuli
Head of Growth: Goh Si Ying
Business Director: Gabrielle Munro
Project Director: Sheryl Chua
Account Director: Rachel Tan & Nabilah Razak
Account Manager: Angel Fadila
Account Executive: Cheryl Mong, Rowena Ng
Head of Production: Wendi Chong
Producer: Cheryl Tiah, Chun Yi Kwek
Head of Cultural Strategy: Kyle Duckitt
Senior Strategist: Felicia Ong
Associate Social Content Director: Rebekah Anthony
Motion Graphics Art Director & Content Creator: Allan Yeo
Editor: Jackson Toh
Editor: Amos Tan
Editor: Pang Wei Fong
Editor: Tammy Quah 

Travel DOOH Production: 

The Mill London
Executive Producer: Thomas Cole
Creative Director: Ross Urien
Motion Designer: Wil Colquhoun
Motion Designer: Jack Holmes
Motion Designer: Mihaly Sipos

Visual Thing: Retouching

String and Tins
Sound Engineer: Gez Lloyd
Additional Sound Engineer: Nigel Manington
Music Editing: Livy Wicks
Audio Producers: Esi Jonuzi

CTS 3.0 Production

Director: Mackenzie Sheppard
Executive Producer: Zico Judge & Amy Appleton
DOP: Konstantin Mazov
Head of Production: Sam Levene
Producer: Polly Du Plessis
Production Manager: Sam Somers
Production Designer: Fernada Guerrero

Blur Films
Executive Producer: Inés Segura
Head of Production: Pablo Herraiz
Producer: Verónica Palés
Production Manager: Marc A. Martinez

The Mill Seoul
VFX | Post Production

Strings and Tins

Philip Hambi

Campaign Asia

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