Samsung Creative AI: Campaign & Design Case Study

01.

How it started

Samsung is a global leader in defence-ready mobile devices and wearables, with proven deployments across the US Military and NATO. While these capabilities were well established, adapting them for the Australian Defence Force (ADF) required a purpose-built software solution. Working in close partnership with the ADF, Samsung’s specialist engineering team developed a custom binary that transforms standard Samsung Galaxy devices into military-grade ICT combat tools through a simple software upload.

This breakthrough enables Galaxy devices to support and run a wide range of US Military and NATO Android applications already used in frontline defence operations—delivering secure, interoperable capability without bespoke hardware.

Our challenge was clear: how do you authentically photograph and film the ADF using technology that is highly classified and operationally inaccessible?

With no opportunity for live production, we built the entire creative system using approved source materials from NATO and Five Eyes partners. The result was a compelling, credible visual narrative that accurately represented real-world defence use cases.

The work has since been recognised internally as a benchmark project, with Samsung’s Director of Government and Director of the Oceania Region describing it as one of the strongest pieces of work the organisation has delivered.

02.

How its going

Facing the task of crafting marketing materials to showcase a new innovation to ADF decision-makers, we encountered a significant obstacle: Australian soldiers’ time is valuable, making them unavailable for extensive supplier video and photo shoots. To overcome this, we employed AI, retouching, and video editing to produce realistic creative assets. These assets were used across video, digital, and print platforms. The outcome? Truly remarkable.