Samsung Win the holidays 2025

About

Samsung’s 'Win the holidays' campaign pivots from traditional seasonal messaging to embrace a surreal, cinematic narrative. The spot contrasts domestic holiday warmth with an abrupt shift into an uncanny, dark void, grounding the commercial in a high-concept, dreamlike logic. Developed alongside R/GA UK and production house MJZ London, the project relies on live-action technique layered with elaborate VFX to create a jarring transition between the everyday and the absurd. The narrative centers on two figures navigating a bizarre space populated by large-scale, animated character features, punctuated by atmospheric interior lighting and intentional camera framing.