Cheil India has unveiled a new brand film for Samsung’s Galaxy Book5 that taps into the silent, almost cinematic pause Gen Z lives in while choosing who they want to become next. Instead of shouting about specs, the narrative reframes AI as an invisible ally, transforming ordinary, in-between moments into portals for self-discovery.
Unfolding through scenes of stillness and subtle transition, the film brings the thought of “Many Me’s in Me” to life. As the central character drifts between passions, ambitions, and fleeting curiosities, multiple versions of him surface on screen. Each one feels authentic. Each one feels possible. At the heart of this unfolding identity map sits the Galaxy Book5, not as a device demanding attention, but as a steady presence that makes exploration feel instinctive.
The storytelling leans into outcomes over optics. With AI Select, inspiration moves at the speed of thought, turning scrolling into doing. Photo Remaster revives forgotten frames, polishing everyday memories into keepsakes worth revisiting. Backed by Copilot, the experience bends naturally around the user’s shifting interests, supporting ideation without interrupting flow. The result is a portrait of technology that does not overpower the narrative of youth, but quietly fuels it, no matter which version of the self decides to show up that day.
Speaking on the film, Vikash Chemjong, CCO, Cheil India, said, “The idea comes from how young people today don’t want to be boxed into one version of themselves. ‘Many mes in me’ shows a single protagonist exploring different creative pursuits, with Galaxy Book5 enabling each shift effortlessly. Visually, we referenced Edward Hopper’s art to create a surreal world that feels fresh and contemporary’’.
The Galaxy Book5 empowers users to follow multiple passions without friction. It keeps pace with changing interests, allowing creativity to flow uninterrupted – be it cooking, designing, creating, or simply discovering something new. In doing so, it reflects the mindset of a generation that doesn’t want to choose one path, but many.
Credit list
- Agency: Cheil India
- Chief Creative Officer: Vikash Chemjong
- Business Director: Daesung Dee KIM
- National Planning Head for Samsung Business: Aparajita Biala
- Group Creative Director: Uddipta Bimal Borah, Partha Sen Gupta
- Head of Business (Flagship Mobiles, Tablets & NPC): Aditya Gupta
- Account Management team: Anurag Pandey, Mansi Ahuja, Muskaan
- Creative Director: Prabhjeet Singh Oberoi
- General Manager, Integrated planning: Arnab Datta Chaudhuri
- Agency Producer: Revati Ahuja
- Director: Lloyd Baptista
- Production House: Zulu Films
About Cheil SWA
Cheil SWA is one of the country’s top 5 advertising agency network and serves as the regional headquarters for Cheil Worldwide in South-West Asia. Cheil is one of the fastest-growing communication networks in the region. The agency has myriad capabilities across ATL, Digital, Brand Activation, and Retail Marketing which ensures that they are one of the few agencies to provide clients with truly integrated marketing solutions offering. Cheil is part of Cheil Worldwide, Korea’s leading advertising and marketing network. Headquartered in Seoul, Cheil Worldwide is one of the fastest growing agency networks in the world and is the 10th-largest agency group in the world by revenue (Ad Age, 2023). It operates in 46 countries with more than 7000 employees. Cheil and its affiliates including Barbarian, BMB, Cheil Centrade, Cheil PengTai, ColourData, Experience Commerce, Iris, McKinney, and One RX have won major international awards including Cannes Lions, CLIOs, Spikes Asia, and others
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