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Samsung

Bixby AI x Game of Thrones

Ahead of the release of the Galaxy S8, Samsung needed something more than specs to stand out against Apple. At R/GA, we came up with an idea that would make its visual AI assistant own a cultural moment.

What if your phone could speak Valyrian and Dothraki?

Concept

Partner with HBO to turn Bixby into a translator for the show’s languages. Cryptic Valyrian messages would be hidden in major market installations, letting fans use their phones to reveal hidden content.

Execution

  • Environmental storytelling through large-scale urban displays

  • AR-enhanced activations with social-media-worthy moments

  • Shareable mobile experiences rewarding the first to decode messages

What if your phone could speak Valyrian and Dothraki?

Samsung needed something that would create excitement and love for its new AI assistant, Bixby, and by extension, the upcoming Galaxy S8.

AI assistants were starting to blur together. I wanted to change that with a campaign that ditched boring demos in favor of an experience built to ignite the internet.

Instead of a conventional press announcement revealing the premiere date of the new season, it would be revealed by fans.

Game of Thrones was a once-in-a-generation cultural phenomenon. I wanted Samsung to give fans the chance to own a moment, to be part of the story that they were so passionate about.