A still from Samsung X Singtel's short film, AI Do.
What does a BBFA do when he finally lands a 10/10 Korean smokeshow and things get serious between them? According to Singtel and Samsung, you use AI to overcome both language and cultural barriers to make things work.
Singtel, in collaboration with Samsung Singapore, recently released a new film titled “AI Do”. The film showcases the power of mobile connectivity to bring people together via the Samsung Galaxy S24 Ultra and Galaxy AI tools. The three-and-a-half-minute film looks at how a Singaporean-Korean couple navigates the challenges of 过大礼 (guo dàlǐ, betrothal ceremony).
“We strongly believe in the power of technology to connect people, unlock opportunities and drive innovation. With this film, we’re demonstrating the impactful ways in which technology is helping families overcome cultural barriers and bond as well as the numerous conveniences that a digital lifestyle offers. It also serves as an opportunity to support small businesses and entrepreneurs to build their brands. We want to show our audiences how technology can be easily accessed and applied to great benefit by anyone,” said Ms Anna Yip, Deputy CEO of Singtel Singapore.
The short film was directed by He Shuming, a Golden Horse Award nominee known for his feature film, Ajoomma (2022). While the story is fictional, the Korean-Singaporean delicacy isn’t, as it’s created by local pastry chef Yeo Min. Here’s our attempt at recreating the 송편 (songpyeon, a rice cake dessert traditionally steamed with pine tree needles).
“Exploring the preparations for a wedding between two culturally diverse families made for a rich backdrop to illustrate how technology can foster closer human connections. It was definitely a meaningful story to tell on behalf of Samsung and Singtel and I hope it will resonate with our local audiences, and be a gift for new families,” said He Shuming.
The short film will be distributed across various online and offline platforms. It will be screened for six weeks on streaming services (meWatch), social media (Singtel’s Facebook, Instagram, YouTube, and TikTok channels), and retail stores (Singtel Flagship Store at 313@Somerset, Samsung Experience Store in VivoCity).
From 3 May 2024 onwards, visitors to the retail stores mentioned above can visit a set that resembles the film’s scenes to try out Galaxy AI’s features showcased in the clip. For more examples of Galaxy AI, do check out our in-depth article here.
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