Samsung's First AI-Led Campaign Shoot

Originally planned as a traditional photoshoot, this project became something much larger: a test case for whether AI could meet the quality, consistency, and production demands of a global Samsung campaign.

Working alongside creative leadership, I led much of the day-to-day development and execution of the agency's first large-scale use of AI for both photo and video production. The challenge wasn't generating imagery—it was building a production workflow capable of delivering the level of realism, craft, and brand polish expected from Samsung. Combining real product photography with AI-generated talent, environments, and supporting assets, I drove much of the development of new creative and production processes, working through technical, creative, and quality-control challenges in real time as we established a viable workflow for enterprise-scale AI content creation.

By replacing many of the logistical demands of a traditional shoot—including casting, location scouting, set construction, and extensive production coordination—we dramatically accelerated timelines while maintaining premium creative quality. The result was Samsung's first AI-led campaign production: a faster, more flexible, and more cost-efficient approach that helped establish a new production model for future content creation across the agency.