Laundry Feelings

Creative idea

A symbolic dance between two faceless figures — orange (drying) and blue (washing) — brings to life the AI-powered Washer & Dryer. Guided by a glowing orange orb symbolizing AI, the film transforms complex tech into an emotional, visually poetic story. This fresh take on a routine product captivated audiences and helped drive a successful launch.

Brand name: Samsung
Advertiser / client: Samsung Kazakhstan
Product / service: BeSpoke AI
Campaign name: BeSpoke AI Laundry Combo
Agency network: Cheil Worldwide
Agency: Cheil Worldwide Kazakhstan, Almaty
Media agency: Cheil Worldwide Kazakhstan
Production company: Chilly / Cheil Kazakhstan
Agency chief executive officer: Minik Park
Executive creative director: Nurlan Satarov
Creative director: Oleg Pak, Valeriy Volodin (Partial)
Art director: Arman Jumabayev, Nurlan Satarov (Film)
Copywriter: Gauhar Zhanbossynova, Sayara Valiyeva (Partial)
Designer: Zhanna Zhetenova
Client account director: Gulmira Danayeva, Assiya Biltayeva (AE)
Media director: Aida Grigoryeva (In-house Producer)
Film production: Chilly
Director: Konstantin Sobol
Director of photography: Yuriy Lewandowski
Music: Dana Zulpykhar
Agency producer: Karina Mukanova, Viktor Brodyagin
Additional company: Samsung Electronics Central Eurasia DA Marketing – ArsenZhanseitov DA Head of Marketing – Rustam Kamalov Chilly Production Production Designer – Marita Ardashova 1st AD – Mariya Gaeyvskaya 2nd AD – Anna Prots Costume Designer – Akbupe Abdrash Choreographer – Konstantin Dikhnov