Power of One for the client Samsung: The Publicis agencies Leo (formerly: Leo Burnett), Publicis Media and Starcom are showcasing the Samsung Galaxy S25 Ultra in the successful format "Germany's NextTop Model". As part of a product placement realized in cooperation with SevenOne Media, six models were able to recommend themselves for the Samsung job at a casting. Their task was to photograph each other with their smartphones and edit the photos as creatively as possible using the Galaxy AI features.
In the episode broadcast on May 15, six models are cast on Los Angeles' famous Venice Beach for the new Samsung campaign. Their challenge: to create a creative, expressive image in a limited amount of time that impresses with an unusual pose, unusual perspective, original choice of motif and personality. The models are allowed to leave the studio in Venice in teams of two, explore the surrounding area in search of the perfect summer vibes and photograph each other with the Samsung Galaxy S25 Ultra.
They can then edit the images using the Galaxy S25 Ultra's AI-powered photo assistant to add extra dimension. The Galaxy AI not only allows models to perfect their shots, but also to individualize the image and let their own personality flow into it. Every detail counts - the composition of the motif should not only be aesthetic, but also tell a story and convince through creativity.
"At the end of the casting, two models get the job," explains Julia Kleine, Managing Partner at Publicis Media and responsible for the overall implementation of the extensive product integration. "The subsequent shoot takes place directly on the beach in Santa Monica. This is where the photos for the out-of-home and videos for Samsung's digital and social media campaign were taken. In five short clips, the two models provide exciting insights into their day at the Samsung shoot on set. Always with them: the Samsung Galaxy S25 Ultra and the Galaxy Ring."
"In a dynamic VLOG format, the two speak directly into the camera and take viewers behind the scenes - authentically and from their own perspective," adds Kristin Holzkamp, Client Partner at Leo. "They show how the GalaxyAI functions make a model's everyday life easier and at the same time fit perfectly with the target group's lifestyle."
The creative concept for this format came from Leo, as did the idea for using the Galaxy AI features in casting.
"The sophisticated integration into the hit series allows viewers to engage with the smartphone and its AI features in depth," says Tatjana Stanke, Teamlead Smartphone Marketing Samsung Germany. "Venice Beach in Los Angeles is known for its relaxed, sometimes eccentric and alternative atmosphere. The beach is a hotspot for street art, music and different cultures. It offers the perfect location to take creative and unique photos using the Galaxy AI features."
Starcom is responsible for account management.
