My Best dAI(Y)

BRIEF

For Samsung, the launch of Galaxy S25 marked a fundamental technological shift. The challenge, therefore, was to create an experience that accelerates understanding and adoption of a new AI paradigm in a highly competitive market.

SOLUTION

The strategic decision was to demonstrate AI as it works in real life: live, in sequence, and in context.

To make this complex technology immediately accessible, while also desirable, Samsung chose a cultural format, inherently democratic, capable of carrying both meaning and emotion: the first slam poetry performance ever integrated into a technology launch. Spoken words that mirrors the cadence of real-life became the narrative framework through which AI could be experienced as a continuous partner, not a collection of tools.

THE IDEA - My Best dAI(y)/Cea mAI bună zi based on a fundamental technological truth: the most powerful innovation is the one that supports life quietly, without demanding attention