Samsung Electronics Australia has launched a new campaign featuring Australian soccer player, Mary Fowler. The campaign aims to highlight how Samsung's artificial intelligence system, Galaxy AI, can enhance smartphone users' experiences in personalisation, communication, and creativity.

The campaign, created in partnership with CHEP Network, includes a 30-second film directed by Ollie Richie, which follows a day in the life of Fowler using Galaxy AI. The film showcases Fowler using Galaxy AI in various ways, such as filming her soccer practice with AutoZoom, tracking her health data on a Galaxy Watch7, and using a live interpreter during a press conference.

The campaign debut coincides with the launch of Samsung's new Galaxy Z Flip6 and Fold6 smartphones.

"Mary’s dynamic presence and innovative spirit perfectly aligns with our vision, and together, we aim to highlight how our latest foldables and ecosystem products coupled with Galaxy AI promise to enhance everyday experiences, driving creativity and productivity with cutting-edge features," Jason Ridge, Head of Marketing – Mobile Experience at Samsung Electronics Australia, stated.

The campaign is currently live on YouTube, Meta, TikTok, BVOD and in Samsung Retail Locations and will run until 30 September. The campaign was created by the agency CHEP Network.