About this video
Panic has joined a global creative team to deliver a three-film documentary series on Samsung’s latest AI developments. Commissioned by Bloomberg Media and produced alongside documentary partner Beam Sea and collaborators Kingdom of Something, the project tells a different kind of AI story, one that explores the people behind the innovation. Designed to support Samsung’s employer branding efforts, the campaign positions the brand as innovative and future-focused without relying on traditional formats. Film 1: Samsung Research: On-Device AI Set within a dreamlike abstract environment, the first film explores how powerful AI operates directly on Samsung devices. During our interviews, one engineer said AI is like 'having a pocket-sized sidekick.' That phrase became the creative spark for the film’s guiding character. Panic developed the animated sidekick who lives in an abstract gradient-based world that fuels the visual narrative throughout animated and mixed-media sequences. THREE FILMS, ONE CREATIVE APPROACH Filmed across five Samsung offices in South Korea, India, and Vietnam, the series captures real perspectives on innovation from the teams shaping AI on the ground and through collaboration across countries. Live action and animation are woven together throughout, with metaphor-driven visuals translating employee insights into expressive, story-led worlds. Working from live-action interviews developed by Bloomberg Media Studio and Beam Sea, Panic co-directed and creatively shaped the animated layer of the campaign, defining where animation enters the narrative and how ideas unfold on screen. The result is a cohesive visual playground built through international collaboration, unified by concept and craft wherever the story travels.
About Panic Studio
Credits
Animation Studio: Panic Creative Directors: Gints Gutmanis, Frida Ek, Stanislav Bulatskii Directors: Gints Gutmanis, Roberts Kulenko Executive Art Director: Gints Gutmanis Art Directors: Vladimirs Karsecjans, Peteris Noviks Head of Production: Elina Alaine Executive Producers: Laura Zavodska, Rita Steimane Edit: Andris Grants Animatic: Roberts Kulenko Storyboard: Arturs Bunts, Vladimirs Karsecjans Illustrations: Gosia Janiec, Veronica Horban, Lara Montresor Graphic Designer: Matiss Zvaigzne Animation Lead (AE): Vadim Luks, Ilya Tkachenko Animation (AE): Vadim Luks, Ilya Tkachenko, Eduards Balodis, Vladislav Olshevskii, Daniel Duda Cel Animation Lead: Francois Schonken Rough Keys & Tiedowns: Francois Schonken, Xenia Galchin, Maria Litwinowicz Clean Up & Color: Xenia Galchin, Maria Litwinowicz, Anastasia Titatrenko, Pasquale Gribaldi Compositing: Vadim Luks, Ilya Tkachenko, Eduards Balodis Color Grade: Juan Melara Music & Sound Design: Jeff Moberg* *Director's Audio version Agency: Bloomberg Media Global Head of Video: Alex Isreael Head of Video and Design: Stez Chong Creative Director: Robin Tan Senior Designer: Tom McGuinness Deputy Editorial Lead: Mike Olson Senior Content Lead: Lucy Lou Producer: Will Kisby Project Manager: Cherlin Yen Live Action Production: Beam Sea — Joe Evans, Jessica Lee Chu En, Vanessa Heng Production Studio: Kingdom of Something — Maxwell Reed, Alex Grolleman