South Africa, Dec. 15 -- The ad, entitled A Friend for Christmas, was directed by Woolf via St Mark's Studios for agency Taylor Herring and is airing online and in cinemas.

It follows Laura, a child struggling to adjust after moving house and leaving her friends behind. She spends her days with imaginary friend Milo, watching neighbourhood children play outside in the snow without her. With help from her Grandad, Laura uses Samsung Galaxy AI's Drawing Assist to realise a vivid creation, which is then brought to life on Christmas morning.

Ben Woolf explained: "The story was intended to show Samsung tech integrating into real family life. The film stands or falls on building a connection with the hero girl, Laura. The priority from my sid...