Samsung has unveiled a new three-minute brand film for its Galaxy series, created in collaboration with Academy Award–winning director Tom Hooper. The film premiered during the Galaxy Unpacked event held in San Francisco on February 25, 2026, coinciding with the launch of the Galaxy S26 series.
The narrative follows the story of two young friends, Mia and Paige, whose close bond is challenged when one of them moves away. Rather than focusing heavily on technology, the film highlights the power of imagination and emotional connection. Mia attempts to stay close to her friend by transforming an empty Galaxy box into a creative device that symbolises their bond.
Through playful storytelling and childlike imagination, the cardboard box becomes a bridge that keeps the two friends connected despite the distance. In the film’s concluding moments, the box transforms into a spaceship, representing reunion, creativity, and the limitless possibilities of imagination.
Interestingly, the Galaxy device itself appears only briefly, as the story prioritises human emotion, friendship, and creativity over product features. The campaign reflects Samsung’s effort to position the Galaxy brand around openness, connection, and meaningful experiences.
The film’s storyline and visual elements were partly shaped by ideas shared by children during casting and creative sessions, adding authenticity to the narrative. Tom Hooper noted that the story celebrates the “generative power of children’s imagination,” highlighting how creativity and emotional bonds can go far beyond the capabilities of technology.
Developed by Cheil Korea, the campaign will roll out globally across television, cinema, digital platforms, and social media throughout the year.
