Samsung turns 'The Devil Wears Prada 2' into real-life runway moment

Samsung Electronics has launched a global campaign tied to the upcoming release of The Devil Wears Prada 2, blending entertainment IP with product marketing for its new Samsung Galaxy S26 Ultra.

Fronted by Helen J. Shen in character as Jin, the campaign centres on a custom content spot showing how the device’s AI-powered “Circle to Search” feature can solve last-minute fashion emergencies, a nod to the high-pressure world of the franchise.

The campaign film sees Jin on the set of a photoshoot when her boss Miranda Priestly sends a photo of a model with the messages, "This exactly. Immediately." While the rest of the team panics, Jin calmly circles the image to find the clothing items on the models and gets it delivered to the set. The film ends with Priestly texting her iconic line - "That's all." 

Don't miss: Starbucks brews ‘Devil Wears Prada 2’ character-inspired drink collection 

The partnership extends beyond screen content into on-ground activation. At the film’s world premiere in New York, Samsung introduced what it called its first-ever “Runway cam #withGalaxy”, using the S26 Ultra to capture red carpet looks in a social-first, cinematic format.

Celebrities including Simone Ashley, Justin Theroux, Lucy Liu and Heidi Klum took part in the activation, alongside influencer Haley Kalil, who also amplified the campaign on social media using the device’s features as she gets ready for the premiere. 

According to Samsung, the collaboration is designed to merge fashion, film and technology into a single cultural moment, positioning the S26 Ultra as both a creative tool and lifestyle accessory.

Keena Grigsby, chief marketing officer, mobile eXperience at Samsung Electronics America, said the campaign aims to show how technology can be “instant, intelligent and unmistakably powerful” when embedded into real-world scenarios.

"Through our collaboration with Circle to Search with Google and The Devil Wears Prada 2, we’re not just showing up in culture — we’re shaping how people discover and engage with the world around them,” added Grigsby. 

From the studio side, The Walt Disney Studios said the partnership reflects a broader push to extend storytelling beyond the screen. Lylle Breier, EVP of partnerships, promotions, synergy and events, said the collaboration allows the film to connect with audiences through “modern, immersive” touchpoints spanning red carpet activations and social content.

"From the red carpet to social-first content, this collaboration brings fans closer than ever to the glamour, creativity, and fast-paced energy that make this franchise so iconic," she added.

The campaign also highlights Samsung’s ongoing partnership with Google, integrating its “Circle to Search” feature into creative executions set within the film’s universe.

The sequel, which follows the return of the fashion-focused franchise, is set to hit cinemas on 1 May.

Another brand tapping into the film’s cultural momentum is Starbucks. The coffee giant has introduced a four-drink “secret menu” inspired by the movie’s iconic characters, from “Miranda’s signature order” to “Andy’s cappuccino”, designed to bring a touch of the film into customers’ daily routines. The campaign also extends in-store and digitally, with character-inspired customisations available via the Starbucks app and limited-edition experiences at select locations, including its Reserve outlet in New York.

The push builds on Starbucks’ wider brand integration with the film, which will also feature the chain on screen. According to the company, the collaboration is designed to tap into the franchise’s enduring pop culture appeal while creating everyday entry points for fans to engage with the story. The activation will run for a limited time globally, with additional merchandise and themed experiences rolling out in markets such as China, as the brand leans into entertainment partnerships to drive both relevance and retail engagement.

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