Samsung
Galaxy Book 6 Series Campaign
AI IMAGE GENERATION ✹ AI PROMPT DEVELOPMENT ✹ AI WORKFLOW DEVELOPMENT ✹ AI PRODUCT PHOTOGRAPHY ✹ AI VIDEO GENERATION
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. This included the hero assets working successfully in both vertical and horizontal compositions and crops.
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.
Being an AI Jack of All Trades = Photographer, Set Designer, Prop Stylist, Wardrobe Stylist, Hair and Makeup, Location Scout, Casting Director, Retoucher, Product Stylist, Lighting Coordinator, Producer, Production Designer, and more.
From a Single Hero Still to Cinematic Video
What began as a still-image project quickly evolved into a full video production, introducing an entirely new level of complexity. Creating cinematic, editorial-quality video required far more than simply animating a single image. Every shot needed carefully crafted stills to guide the composition, lighting, camera movement, and action while maintaining complete visual and product consistency.
Having led the original still-image production, I continued to lead the creation and refinement of all imagery needed for video. Working closely with another Senior Art Director and the team responsible for animation, we developed a collaborative, back-and-forth workflow rather than a traditional handoff.
As animations revealed imperfections or inconsistencies, I would revisit and rebuild the source imagery using targeted AI rendering, layered Photoshop compositing, and detailed refinements. This ongoing exchange allowed us to troubleshoot challenges together, continuously improve each shot, and push beyond the limitations of AI generation.
The result was a highly iterative production process combining AI, traditional art direction, and close creative collaboration to achieve the quality and consistency of a professional video production.
Faking It and
Actually Making It
A closer look at the experimentation, compositing, and creative judgement behind our first AI-led production for Samsung.
Making every detail Samsung.
Accurately recreating Samsung devices presented a unique challenge, as existing product photography was limited to specific angles that rarely matched our scenes. To overcome this, we developed a multi-step workflow: first generating the full scene with correctly proportioned placeholder devices, then isolating and removing those devices in cropped 4K renders before replacing them with accurate Samsung models using product references and precise dimensions. Each corrected element was then composited back into Photoshop, with additional rendering passes to refine details, repair inconsistencies, and ensure the final imagery maintained both product accuracy and photorealism.
Building the image, piece by piece.
One of our biggest challenges was that Runway could generate convincing photorealistic compositions but couldn't maintain the level of fine detail required for professional editorial photography across an entire image. While we could strategically use softer backgrounds to create atmospheric depth, critical foreground elements, people, and products demanded much greater precision.
To overcome this limitation, we developed a complex, multi-pass rendering and compositing workflow, isolating individual elements, re-rendering them at higher relative resolution, and meticulously integrating them back into the master composition. Each image required numerous rounds of targeted refinement, carefully balancing increased detail with consistency in lighting, perspective, texture, and overall realism to achieve a cohesive, production-ready result all while AI altered each and every re-rendering slightly.
Bringing Samsung’s UX to Life
Beyond accurately recreating the hardware, we also had to design and render authentic Samsung UI and screen interactions across the Galaxy Book6, Galaxy Book6 Pro, Tab S11, and Galaxy S25 Ultra. Each screen required separately developed assets, precise attention to Samsung’s interface design, and careful compositing to ensure every interaction felt realistic and seamlessly integrated into the final imagery. All of the on-screen assets were created specifically for this project.
Turning Experimentation into a Creative Resource
Throughout the project, I documented key learnings, reusable prompts, and production workflows, eventually developing a comprehensive Creative’s Guide to AI Rendering and Production. Shared internally, the guide helped bring the broader creative team up to speed on AI tools, techniques, and best practices, including how to ethically source and incorporate existing imagery into AI workflows. What began as a resource built from this project has continued to evolve throughout the year, expanding with new techniques, improved AI engines, and insights gained from subsequent creative projects.
SAD: Laine Dorsey, Nate Zuar
AD: Emily Oh
CD: Cat Castor, Will Riggs
ECD: Cody Daniels