Singtel and Samsung showcase the power of tech in inspiring new brand films

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Samsung Singapore and Singtel are reuniting once again on a new campaign titled "AI Will".

The campaign comprises of one 90-second and two 60-second short films that highlight the power of technology to support the growth ambitions of individuals.

It features Samsung's newest line-up of products including the Z Fold6, Z Flip6, and wearables powered by Singtel's 5G network. It showcases how the products can help people to excel professionally, while balancing life's priorities.

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The film sees two friends Adeline and Diane preparing for a taekwondo competition. Their training schedule is disrupted when Adeline is required to travel abroad for an important work meeting.

Not letting anything stand in the way of their goals, the duo relies on Samsung’s smartphones and Singtel’s services to keep up with their training regime despite being thousands of miles apart.

In the film, titled "Flip open Adeline's story", she is seen using the Z Flip6 during her work meeting in Korea to interpret what is being said. She later gets an idea to call Diane and uses the flip to train with her friend.

The next film, titled "Unfold Diane's story", sees Diane's daughter colouring on the Z Fold6 while she trains on her own. Diane then receives a text from Adeline who said she has an idea. Diane is later seen moving furniture around her house to make space and train with Adeline via call on her Z Fold6.

The final film, titled "AI Will", sees a combination of the two films. It also features the two women beginning their competition as their friends and family watch and cheer them on.

“Technology has become such a ubiquitous part of our lives that we often forget the central role it plays in making our personal or professional lives easier. By demonstrating how smartphones and devices are used in everyday activities by different people – we aim to highlight the power of technology to break down distances, remove language barriers, and maximise productivity," said Anna Yip, deputy CEO of Singtel Singapore and CEO business development.

"We want viewers to feel inspired and realise that what fits in the palm of their hands can help them achieve many things in life," added Yip.

The film was directed by Golden Horse Award nominee He Shuming. He also directed Samsung Singapore and SingTel's previous collaborative effort, "AI Do".

“Collaborating with Singtel and Samsung once again has been an inspiring experience. This project focused on how the principles of taekwondo can guide us toward living more intentional and empowered lives. I aimed to elevate the film’s energy through dynamic visual storytelling and a vibrant musical score, bringing the philosophy of the martial art to life," He said.

Both films mirror the lives of many people in real life, with Adeline being an independent and career-driven woman while Diane is a mother and a working professional. United by their love for taekwondo, both women are able to utilise technology to support their passions while navigating their personal obligations.

“Many of our Galaxy users lead multi-faceted lives, and their technology of choice supports their professional and personal demands. With Galaxy AI and Galaxy Z Series foldables, individuals can unlock new ways of communication and productivity, as well as unfolding more opportunities for them to achieve more," said Lynn Chong, head of brand marketing, mobile experience, Samsung Singapore.

"Through Adeline and Diane’s story, we hope to inspire Singaporeans and show that they can fuel their passions and ambitions with the help of innovative technology,” added Chong.

Meanwhile, Samsung Singapore and SingTel's previous collaborative effort, "AI Do", saw Korean Hee Joo and Singaporean Aidan getting married.

Leading up to their wedding, their families tackle a long task list as well as language and cultural differences. Samsung's products and AI features are seen as tools to help the families navigate this next chapter together.

“We strongly believe in the power of technology to connect people, unlock opportunities and drive innovation. With this film, we’re demonstrating the impactful ways in which technology is helping families overcome cultural barriers and bond as well as the numerous conveniences that a digital lifestyle offers," said Yip.

Both "AI Will" and "AI Do" are part of Samsung's ongoing campaign for its Galaxy line, and Singtel's "Hello Possibilities" brand campaigns.

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