Work
Galaxy S24 - The Breakup Edit
Challenge
The Galaxy S24 Series announced the arrival of the new era of mobile AI. We were tasked with developing a campaign showcasing the Galaxy S24's Generative AI Editing feature. The twist in the tale was to build it around Valentine's Day with a fresher perspective that goes beyond the usual taking pictures and sharing beautiful moments.
Thought process
Valentine's Day isn't always 'love in the air'. In the lead-up to Valentine's Day, many couples reassess their relationships, which leads to a large number of breakups. A typical reaction to getting over someone is to delete their photos. But that doesn’t mean they have to delete those moments of themselves too. Using the Generative AI Edit feature, they can just erase their ex-lovers and replace them with a cute kitten, a celebrity crush, etc.
The execution took the form of a short film, 'The Breakup Edit', featuring a young woman who has recently been through a breakup. The film starts on a slightly glum note, but as she uses the Generative AI Edit feature on her Galaxy S24 to delete her ex from her photos, her sadness fades away and she feels happy again. Having based the campaign on a real-life insight meant it was well received by Galaxy users and also in the media.