CHALLENGE

The execution took the form of a short film, 'The Breakup Edit', featuring a young woman who has recently been through a breakup. The film starts on a slightly glum note, but as she uses the Generative AI Edit feature on her Galaxy S24 to delete her ex from her photos, her sadness fades away and she  feels happy again. Having based the campaign on a real-life insight meant it was well received by Galaxy users and also in the media.

THOUGHT PROCESS

Valentine's Day isn't always 'love in the air'. In the lead-up to Valentine's Day, many couples reassess their relationships, which leads to a large number of breakups. A typical reaction to getting over someone is to delete their photos. But that doesn’t mean they have to delete those moments of themselves too. Using the Generative AI Edit feature, they can just erase their ex-lovers and replace them with a cute kitten, a celebrity crush, etc.

EXECUTION

The execution took the form of a short film, 'The Breakup Edit', featuring a young woman who has recently been through a breakup. The film starts on a slightly glum note, but as she uses the Generative AI Edit feature on her Galaxy S24 to delete her ex from her photos, her sadness fades away and she  feels happy again. Having based the campaign on a real-life insight meant it was well received by Galaxy users and also in the media.