Anytime, Anywhere, Beside you
- Generative AI-Based Advertisement
for Samsung CX
Lim Leesol
Kim Jiyeong
Song Jeyeon
- Art directing
- Generate image & video & sound
- Prompt engineering
- Final editing
- Midjourney
- Luma
- Suno
- Adobe After Effects
- Adobe Photoshop
July 2024
(2 weeks)
Overview
In a university-industry collaboration with the Home Appliance CX Team at Samsung Electronics, we created an AI-generated advertising film exploring the theme:
“Samsung, with us — from the past to the future.”
The project featured Samsung’s BESPOKE series, which allows consumers to customise panel textures and colours.
Using generative AI, we visualised how these products integrate into diverse lifestyles across different eras and cultures — from vintage interiors to futuristic homes.
While leveraging the imaginative potential of AI, we carefully ensured that the product’s actual form and function remained technically accurate to avoid any legal or consumer-related misrepresentations.
This project is a balance between visual storytelling and design responsibility.
We invite you to explore the aesthetic transitions and behind-the-scenes technical considerations that shaped this work.
Selected for the 2025 Seoul International AI Festival
Process
Confronting Bias: Prompting Against AI Stereotypes
This project, conducted in July 2024, explored the biases embedded in AI-generated images.
At the time, we encountered even more heavily biased outputs than we might expect today.
Our goal was to reflect cultural diversity, but the generative models consistently returned stereotypical representations — often far removed from reality.
To achieve our intent, we had to rely heavily on prompt engineering, not for creativity, but for correcting bias.
1. A person working in a Middle Eastern kitchen
→ Problem: The model defaulted to female figures only
→ Solution: Added “male” to the prompt to balance representation.
2. A modern Indian kitchen
→ Problem: Returned kitchens that appeared outdated or under-resourced
→ Solution: Added “clean,” “middle-class,” and “urban” to represent contemporary India.
3. A luxury kitchen
→ Problem: Lacked visible racial diversity — predominantly white subjects appeared
→ Solution: Added explicit racial descriptors to reflect broader diversity.