Samsung: 2025 New AI TV: Experience Vision AI

May 2025

Samsung explores the history of domestic television viewing with its 2025 AI TV campaign, Experience Vision AI. The spot utilizes a recursive narrative that tracks the evolution of the living room, beginning with archival black-and-white broadcast footage before transitioning through various domestic settings and display technologies. The film employs a blend of nostalgic VHS and lo-fi aesthetics that gradually sharpen into high-definition clarity. By nesting successive generations of televisions within one another, the production creates a continuous tunnel effect that culminates in the showcase of modern flat-screen displays. Production was handled by CREATORS INC, with editorial work provided by Work Editorial. Post-production and VFX were managed by Gust N Gale, SUBMARINE9, and SOLID VFX, with original music and sound design by Soundtree.

Horizontal, Cinematic, Nostalgic

VHS / lo-fi

Living Room

TVC / TV Commercial