Inside Samsung

Bloomberg Media • Samsung Campaign

This work was one of our most extensive and complex projects to date. It’s a three-film docu-series that takes viewers behind the scenes ‘Inside Samsung’ and platforms the actual innovators to tell a different kind of AI story. Commissioned by Bloomberg Media and produced in partnership with Beam Sea and Kingdom of Something.

Our role here was to add the essence of imagination and brilliance to a live-action documentary. Thoughts had to become landscapes and metaphors to grow legs. We brought mixed media to the rescue. Blending live action with animation, each film transformed employee stories into abstract visual worlds, inviting viewers to experience the AI instead of explaining it.

Episode One: On-Device AI

With this film, we step right inside the engineers' minds as they nurture their AI models from fast-learning babies to fully formed, accomplished adults.

At its core, AI research is code, algorithms, and long hours of experimentation. But behind all that technical work sits a simple question: if AI is learning, adapting, and growing… is it dreaming too? Rooted in this idea, the story unfolds inside a dreamy, abstract world built from shapes, motion, and imagination. It’s a way for our heroes to navigate the narrative in a light, accessible way.

A Hero Needs a Sidekick

One engineer described AI as “a pocket-sized sidekick” during the interviews. That line really stuck with us.
Inspired by popular AI tools in use, we came up with a small, spark-like companion that shifts shape as the story unfolds. Part guide, part visual metaphor – a character that moves through the film alongside the viewer.

The animated sidekick could act as a trusty accomplice, guiding viewers through the chaos of big ideas and helping them experience the imaginative power behind the technical processes. Light, playful, and intuitive, it’s a reflection of Samsung’s take on AI: it’s more than a tool. It’s a collaborator working alongside us.

Episode Two: AI Vision Inside

Visual AI inside your fridge can recognise what’s there, track what’s missing, and generally behave less like a cold box of snacks and more like a helpful kitchen companion – “Oi, you’re out of eggs!”

Turning a refrigerator into an intelligent assistant comes with its own set of puzzles, from food recognition to camera placement and real-time tracking. So while engineers talk through the technical challenges, our cel animation conjures up the world of possibilities this new technology brings, envisioning what life looks like when your fridge starts thinking.

She’s Feline Good

For our guidance, a girl and her cat step into an animated world built around cold food and bold ideas. Acting as joyful companions, they move through the narrative with curiosity and humor.

Dancing across a ton of visual metaphors, their surreal adventure has them searching for items, interacting with food, and even stopping for a photo shoot. By bringing features to life in this way, we could transform a story about a smart appliance into one with a heartbeat.

Episode Three: Galaxy AI Photo Assistant

The final film leans into the creative freedom of Samsung’s mobile AI experiences. Built around generative photo-editing tools, we stayed away from features and honed in on the people behind the ideas and experimentation.

As one interviewee put it, “Innovation is about empathy. The best ideas come from taking the user’s POV, not the engineer’s.” With that mindset in play, ideas bounce around, collaboration comes naturally, and creativity is free to run wild.

Trippy Collaging

A collage-based mixed-media approach allows multiple ideas, environments, and moments to coexist. Layers overlap, scenes shift, and possibilities unfold in parallel. You know, like you’re on a trippy trip. The technique mirrors the flexibility of generative editing itself, visually expressing creative freedom through controlled chaos.

Graphics Playground

Across all three films, the typography, symbols, and graphic elements are treated as part of the narrative. Samsung’s brand elements keep everything feeling consistent, while color and motion shift in response to location, light, and mood. The result is a cohesive visual playground that remains recognizably Samsung wherever the story travels.