Samsung MENA has collaborated with creative technology company Aimilabs on Art Comes Home, an AI-generated film that imagines Vincent van Gogh leaving the museum and entering Samsung’s The Frame TV.
The short film uses AI to bring Van Gogh to life, depicting him stepping out of one of self-portraits and running away from the museum to appears within The Frame screen. The narrative reinforces the product’s positioning as both a television and a digital canvas for art.
The film was shared across the brand’s regional social media including the gulf and levant platforms.
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The project was produced entirely using AI, without live-action shoots or conventional production processes. Aimilabs developed an AI-enabled workflow to generate and refine each scene, with human creative direction guiding narrative, pacing and visual decisions.
According to the agency, the workflow allowed for rapid iteration and adjustment throughout production. Generative visual models were used alongside language systems trained on Samsung’s brand tone, product references and existing creative assets to ensure consistency across the film.
“It was an incredibly tight turnaround from concept to completion,” says Ferran Mestre, Chief AI Creative Technologist and Lead Creative Director at Aimilabs. “But that is not what makes it special. What is exciting is how AI allowed for speed and experimentation. We could iterate, test, and refine in real time, something almost impossible in a conventional workflow.”
Despite being fully AI-generated, the film was not automated end-to-end. Human oversight remained central, particularly in defining the story, selecting outputs and shaping the final visual language.
From a production perspective, Art Comes Home reflects how AI is being integrated into creative workflows as a tool rather than a concept in itself. The campaign positions AI as an enabler of efficiency and flexibility, rather than the focus of the message.
For Samsung MENA, the film supports The Frame’s positioning at the intersection of technology and art, using AI as a means of visual storytelling rather than a feature to be foregrounded.
Credits
Client: Samsung MENA
Product Featured: The Frame TV
Creative Direction and AI Production: Aimilabs
Cofounder and CEO: Tyler Yeom
Lead Creative Director and Chief AI Creative Technologist: Ferran Mestre (Aimilabs)
Brand Manager, Aimilabs: Lucciana Bou Samra
Creative Technology and AI Workflow Development: Aimilabs
Concept and Story Development: Aimilabs
