Samsung has released a three-minute brand film for its Galaxy line, celebrating imagination and human connection beyond technology. The film premiered at the opening of the Galaxy Unpacked event in San Francisco on February 25.
Created in collaboration with Academy Award-winning director Tom Hooper, 'The Next Big Thing Is You' builds on the brand philosophy, “Life opens up with Galaxy.” It centres on two young friends, Mia and Paige, whose bond is tested when Paige has to move away.
In the film, Mia tries to find a way for them to remain close. Guided by her imagination, she turns an empty Galaxy box into a creation that helps the two friends stay connected despite the distance.
Through play and make-believe, Mia imagines ways the creation allows them to communicate and share experiences. In the final sequence, the cardboard box becomes a spaceship that reunites the friends.
The campaign positions Samsung Galaxy as a companion that enables possibilities, while highlighting the role of human creativity and imagination.
The creative process also drew from children’s ideas. During casting, actors were asked to bring their own imaginative box and describe the abilities they imagined it could have.
Although the film coincides with the launch of Samsung’s Galaxy S26 series, the device appears only briefly on screen.
“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,” said Tom Hooper.
Tal Shub, Global Executive Creative Director at Cheil Korea, said the film offered an opportunity to interpret the brand’s philosophy in a new way.
“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,” he said.
The campaign will run globally for a year across television, cinema, digital, and social platforms. Cheil Korea is the creative agency behind the campaign.
