In a creative fusion of film and technology, Samsung introduces a global campaign inspired by The Devil Wears Prada 2, showcasing the Galaxy S26 Ultra in a cinematic setting. The collaboration features Helen J. Shen reprising her role as ‘Jin’, delivering a narrative that mirrors the fast-paced, high-pressure world of fashion.
In the custom spot, Shen’s character is faced with a last-minute request reminiscent of the iconic demands of Miranda Priestly. Leveraging the Galaxy S26 Ultra’s Circle to Search with Google feature, she seamlessly navigates the challenge, demonstrating how advanced AI tools can simplify complex, real-world situations. The scene cleverly integrates product functionality into storytelling, making the technology feel both natural and essential.
This campaign highlights Samsung’s ability to embed its innovations within culturally relevant narratives. Rather than a traditional product showcase, the collaboration uses storytelling to demonstrate the practical benefits of AI-powered features in everyday life. It also reinforces the idea that smartphones are no longer just communication devices, but intelligent assistants that enhance productivity and creativity.
By aligning the Galaxy S26 Ultra with a globally recognised franchise, Samsung strengthens its presence within the entertainment landscape. The campaign reflects a growing trend where brands integrate seamlessly into storytelling, creating meaningful engagement with audiences who value both innovation and authenticity.
