Panic Powers "Inside Samsung" AI Innovation Campaign
Animation studio Panic has joined a global creative team to deliver a three-film documentary series on Samsung’s latest AI developments.
Commissioned by Bloomberg Media and produced alongside documentary partner Beam Sea and collaborators Kingdom of Something, the project tells a different kind of AI story, one that explores the people behind the innovation.
Envisioned as a documentary-style series about the passionate teams ‘Inside Samsung’, the challenge was clear: how to capture that imaginative spirit on screen. By layering animation, metaphor, and visual world-building into the interviews, the films turn classic “people at work” storytelling into something more expressive, more immersive, and far more alive.
Designed to support Samsung’s employer branding efforts, the campaign positions the brand as innovative and future-focused without relying on traditional formats.
THREE FILMS, ONE CREATIVE APPROACH
Filmed across five Samsung offices in South Korea, India, and Vietnam, the series captures real perspectives on innovation from the teams shaping AI on the ground and through collaboration across countries.
Live action and animation are woven together throughout, with metaphor-driven visuals translating employee insights into expressive, story-led worlds. Working from live-action interviews developed by Bloomberg Media Studio and Beam Sea, Panic co-directed and creatively shaped the animated layer of the campaign, defining where animation enters the narrative and how ideas unfold on screen.
Film 1: Samsung Research: On-Device AI
Set within a dreamlike abstract environment, the first film explores how powerful AI operates directly on Samsung devices. During our interviews, one engineer said AI is like “having a pocket-sized sidekick.” That phrase became the creative spark for the film’s guiding character. Panic developed the animated sidekick who lives in an abstract gradient-based world that fuels the visual narrative throughout animated and mixed-media sequences.
Film 2: Digital Appliances: AI Vision Inside
The second film follows Samsung engineers as they transform a refrigerator into an intelligent assistant. While the interviewees address the practical challenges such as food recognition, camera placement, and real-time tracking, our animated guides (a girl and her cat) navigate a world of cold food and bold ideas. Panic’s envisioned adventure is led by the cel-animated sequences and mixed-media integration, adding playfulness while shaping the visual pacing.
Film 3: Galaxy AI: Photo Assistant
The final film uses a collage-based, mixed-media style approach to express the flexibility and creative potential of generative photo-editing tools. Multiple ideas and environments coexist visually, mirroring the freedom enabled by the technology. Panic makes impossible things possible with the collage system, layering illustration, live action, and graphic elements to reflect a fast-moving, collaborative creative process behind Galaxy AI Photo Assistant.
SAMSUNG, ANYWHERE & EVERYWHERE
While the films were shot across multiple countries, a single creative concept ties them together. Across all three, employee stories are translated into abstract, metaphor-driven worlds, creating a shared visual and narrative foundation regardless of location.
Samsung’s brand typography and graphic system anchor the work, supported by a consistent color palette and gradient-based visual language that runs throughout the campaign. From there, each film adapts its mood and visual emphasis to suit the setting and story while remaining unmistakably Samsung.
The result is a cohesive visual playground built through international collaboration, unified by concept and craft wherever the story travels.
