Context
Samsung has requested the Young Dogs to come up with a solution to introduce the AI that is already available on their devices to their current users. 
These users should become aware of the value of these AI capabilities in their daily lives. 

Insight
These AI capabilities help users in their daily lives by saving money with cleaning machines, view movies and games in higher quality, optimise video & photos and even translate other languages in real time. All automatic, all in the background, without the user noticing this. 

However, in reality AI is nothing without the user. It doesn’t think, feel, or act on its own—it learns from you, adapts to your needs, and optimizes your experiences. Without you, there’s nothing to analyze. Nothing to automate. Nothing to improve.

It’s here to enhance them, empower them, and amplify what they can do. But to do that it needs their input. It needs them. 

Solution
The big idea: You complete it. ‘Become the I in AI.’

Through an intro video showcasing the various product categories and how the AI would help the user.

Vibe: Youthful, energetic, cinematic—regular life turning into a hyper-real, effortlessly enhanced experience.

Visual Style: Inspired by Into the Spider-Verse—regular scenes shift into vibrant, surreal, 4K clarity when AI steps in.

Channels: Various videos on paid social in Reels and video formats, push notifications on products, email flow to current users and organic social (#YouCompleteMe 🫶 memes).