Samsung's GenAI spots send ghosts and sasquatches to break your phone — 'We Got You'

Build awareness of Samsung Care's 'We Come to You' hands-on repair programme, evolving an existing modular campaign with responsible, production-ready GenAI.

There are a million ways to break a phone — so genre-film impossibilities (ghosts, sasquatches) do the breaking, and Samsung answers 'We Got You'.

GenAI was integrated alongside live action by Mise-En-Scene to produce a suite of 250+ assets — four :15 spots plus organic social, paid social and programmatic — a social-first mixed-media system designed to scale across platforms, rolling out from May 2026.

No results reported. The campaign established a scalable model for Crispin's GenAI use — more assets, more flexibility, faster to market 'without compromising creative craft'.

Samsung's 'We Come to You' door-to-door repair service suffered an awareness gap: Galaxy users with problems turned to online venting rather than the hands-on technical care available to them. With Crispin — building on campaigns about the human touch of its services — Samsung answered with 'We Got You'.

The insight: there are a million ways to break a phone, and Samsung has seen and heard them all. So the campaign let the impossible ones happen — ghosts, sasquatches and other playful genre tropes wreck phones in fantastical scenarios — and Samsung covers every story.

Production partner Mise-En-Scene integrated GenAI alongside live action footage in a way Samsung and Crispin describe as responsible, efficient, creatively additive and production-ready. The result is a suite of 250+ assets, including four :15 spots and a range of organic social, paid social and programmatic creative, built as a modular system that scales across platforms.

Impossible breakage scenarios dramatise total coverage better than a list of repair services ever could.

The modular GenAI pipeline turns one creative system into 250+ platform-native assets at speed.

Genre tropes make a care-plan message entertaining enough to stop thumbs on social.

GenAI pays off when it multiplies a modular system: one insight, many impossible scenarios, each thumb-stopping.

The campaign began rolling out in May 2026 across TV, social, paid and programmatic channels. No performance figures have been reported.