A Valentine ad was the solution, not the objective.

The objective was to showcase the incredible AI features of the new Samsung Galaxy device, so the act of literally removing toxic people from memories using the new AI Edit tools of the new Samsung Galaxy device felt extremely relevant and useful.

Heartbreak and getting over bad memories is an experience that anyone can empathize with, and so this story was born. Valentine's Day, which closely followed the product launch, was the ideal and most opportune time to tell the story, because of the less talked about spike in breakups that happen.

A young woman is grieving the end of her relationship, sitting in her bedroom where she can safely let her emotions out. The heart shaped balloon in the background shows that the day took an unexpected turn, and what should've been a happy Valentine's Day became one of her saddest.

She's been crying and grieving for a while, having gone through her photos, printed and otherwise, when even the heart shaped balloon pops. Her love wasn't meant to last.

She picks up her Galaxy S24 and goes through some photos again preparing to start deleting them, when a thought comes to her. Why should she delete her photos when she can just take HIM out of them and her life thanks to the phone's Generative AI editing tools? So she doesn't delete her memories, and just AI Edits him into various pets and objects, beginning her journey of closure.

It was the number 1 piece of content on the brand's channels for the previous month.

It was a low budget production with a small media spend, and managed to reach more than 4.3M, with a higher than average engagement rate of 3.2%, helping to increase awareness of the new AI feature.

Engagement was very positive, with amused viewers sharing their thoughts on what they would turn their ex into. Those suggestions were later used in a different "fan" edit.

Over 1000 shares by viewers helped the film reach more people organically, and increase positive brand sentiment.