Samsung held the Galaxy S25 Unpacked event on the 22^nd of January at the newly renovated planetarium in Johannesburg.  The event was to showcase the new Samsung Galaxy S25 device and highlight the strategic transitioning from hardware-centric marketing to an AI-first paradigm, positioning the S25 device as true AI companion. 

Cheil was commissioned to organize, produce and coordinate the launch with a host of trusted partners to bring the product features to life so that journalists could experience first-hand the AI capabilities of the phone.  Overall media coverage increased by 40% from the previous launch, with an overwhelming positive sentiment of 1,035:1 (positive to negative ratio).