Samsung's "Art Comes Home" brings Van Gogh into The Frame with an AI-first workflow
Samsung MENA partnered with Aimilabs on a short film that asks a simple question: what happens when Vincent van Gogh steps out of the museum and into your living room? In the film, Van Gogh leaves one of his self-portraits and appears inside The Frame TV, reinforcing the product's role as a television and a digital canvas.
The piece rolled out across Samsung's regional social channels in the Gulf and Levant. It's a tight concept with a clear product point: The Frame displays art when the TV is off, and that context makes the story click.
How they produced it
The project was created entirely with AI. No live-action shoots. No conventional sets. Aimilabs built an AI-enabled pipeline to generate and refine each scene, while human creative direction set the story, pacing, and visual tone.
They paired generative visual models with language systems tuned to Samsung's brand voice and product references. That kept outputs on-brief across shots and formats, and made iteration fast. As Ferran Mestre, Chief AI Creative Technologist and Lead Creative Director at Aimilabs, put it: "What is exciting is how AI allowed for speed and experimentation. We could iterate, test, and refine in real time."
Crucially, it wasn't push-button production. Human oversight stayed in the loop for narrative clarity, selection of outputs, and final art direction. AI was treated as a tool, not the headline.
Why this matters for creatives
This is a practical example of AI plugging into a creative workflow without diluting the idea. The outcome supports The Frame's positioning-tech meets art-while keeping the story front and center.
For teams under real deadlines, the value is obvious: faster previz, more options to test, fewer bottlenecks, and a consistent brand layer across variations. The message: AI can help you move faster, but you still need taste and control.
Practical takeaways you can apply
- Start with the story. Lock the narrative spine before you spin up models. Tools are cheaper than cloudy ideas.
- Tune your prompts and language models to brand voice and product facts. Build a shared library to keep outputs consistent across artists and sprints.
- Set human checkpoints. Define where humans pick, edit, and polish. Quality lives in selection and direction.
- Prototype in public formats. If you're publishing to social, generate for those aspect ratios from the start.
- Mind rights and likeness. Working with public-domain art (e.g., Van Gogh) reduces friction, but always validate usage for your market.
About the product and context
The Frame is Samsung's lifestyle TV that doubles as a digital gallery, displaying artworks when not in use. The film leverages that core behavior, turning a feature into a narrative device.
If you're new to The Frame, see the official product overview on Samsung's site: The Frame. For background on Van Gogh and his self-portraits, the Van Gogh Museum is a solid reference: Van Gogh Museum.
Where it ran
The film was shared across Samsung's regional social media accounts, including Gulf and Levant platforms. Short, social-first edits helped the concept land quickly without over-explaining the tech behind it.
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
If you're building similar workflows
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