Client: Singtel x Samsung, 2025
The Problem
AI had become the most overused word in tech. Everyone was talking about it, but nobody was making it feel relevant to real life. Singtel and Samsung needed to cut through the noise, not by adding to the AI hype—by showing people something they could actually feel.
When AI handles the small stuff, you get your life back for the big stuff.
The Idea
Stop talking about AI. Show what it makes possible.
A main campaign film and multiple cutdowns put Galaxy AI features in the context of real Singaporean life. Each execution was anchored in a simple human truth. The more AI does for you, the more you can do the things that actually matter.
The campaign extended into social with a contest that turned viewers into participants.
My Role
Lead copywriter. Wrote the main campaign film and all the cutdowns under the guidance of the CD. Developed copy across Singtel's digital and social channels.
The Result
The campaign cut through AI fatigue by reframing Galaxy AI around human benefit rather than technological capability, rolling out across Singtel and Samsung's social channels and digital platforms.