Who Actually Needs that?
A provocative question became the creative starting point for this campaign: Who actually needs AI in their TV or household appliances?
To answer it, we teamed up with entertainer and actor Friedrich Liechtenstein, whose unmistakable charm and wit turned a potentially technical topic into pure entertainment. In a series of short-form social films, he explores the question from unexpected angles, revealing how AI can simplify everyday life while keeping audiences engaged from start to finish.
The result is branded entertainment at its finest: unconventional, highly entertaining product films designed for social media. Playful, surprising, and refreshingly self-aware, the campaign transformed product features into memorable stories and gave AI-powered technology a distinctly human face.
A provocative question became the creative starting point for this campaign: Who actually needs AI in their TV or household appliances?
To answer it, we teamed up with entertainer and actor Friedrich Liechtenstein, whose unmistakable charm and wit turned a potentially technical topic into pure entertainment. In a series of short-form social films, he explores the question from unexpected angles, revealing how AI can simplify everyday life while keeping audiences engaged from start to finish.
The result is branded entertainment at its finest: unconventional, highly entertaining product films designed for social media. Playful, surprising, and refreshingly self-aware, the campaign transformed product features into memorable stories and gave AI-powered technology a distinctly human face.
Client –– Samsung
Agency –– Leo Burnett
My Role –– Creative Direction, Concept, Art Direction
Production –– Zauberberg Productions
Agency –– Leo Burnett
My Role –– Creative Direction, Concept, Art Direction
Production –– Zauberberg Productions
