Samsung: This is family

Nov 2025

Samsung’s 'This is family' campaign explores the integration of technology within the domestic sphere, focusing on the seamless interaction between users and their smart home ecosystem. Through a series of vignettes, the film tracks a day in the life of various family members as they engage with connected appliances, moving from a contemporary kitchen setup to personal living spaces. The visual narrative, produced by Leo New York, employs a cinematic, live-action technique to ground its high-tech subject matter in a warm, relatable atmosphere. By utilizing soft interior and natural twilight lighting, the production emphasizes a domestic environment that feels both sophisticated and accessible, underscored by a soundscape composed by MAS-Music and Strategy.

Horizontal, Cinematic, Clean

Kitchen

TVC / TV Commercial