Samsung Galaxy S26 Ultra Joins The Devil Wears Prada 2 Launch in Global Campaign Featuring Helen J. Shen and Runway Cam Premiere

Samsung has announced a global marketing collaboration for the theatrical release of The Devil Wears Prada 2, using the launch to spotlight the new Samsung Galaxy S26 Ultra and its AI powered features. The campaign blends fashion, film, celebrity culture and mobile technology, positioning the company’s latest flagship device at the center of one of the year’s most anticipated movie sequels.

The collaboration includes custom promotional content featuring Helen J. Shen, red carpet activations at the film’s world premiere in New York, and a showcase of Samsung’s camera and search tools designed for everyday use.

The company said the campaign celebrates the upcoming release of The Devil Wears Prada 2 from 20th Century Studios. Samsung’s custom promotional spot places Helen J. Shen in character as Jin, where she handles a last minute request from Miranda Priestly using Circle to Search with Google on the Galaxy S26 Ultra.

The move reflects Samsung’s broader strategy of tying premium smartphones to lifestyle moments that extend beyond traditional technology advertising. By partnering with a major fashion themed franchise, Samsung aims to highlight how mobile AI tools can fit into fast moving real world situations.

One of the biggest highlights of the campaign was the debut of the first Runway Cam #withGalaxy at the movie’s world premiere held at Lincoln Center in New York City.

Samsung said the Galaxy S26 Ultra was used to capture red carpet looks with professional grade video quality designed for cinematic and social media ready content. The company described the footage as polished, stylish and suitable for instant sharing.

Several celebrities participated in the event photo experience, including:

• Helen J. Shen
• Simone Ashley
• Justin Theroux
• Lucy Liu
• Heidi Klum
• Paige DeSorbo
• Hannah Berner
• Winnie Harlow

Their participation added star power to the event and reinforced Samsung’s effort to position the S26 Ultra as a premium style focused device.

Samsung also brought in creator and influencer Haley Kalil, who attended the premiere and promoted the device through social media.

Kalil said she loved both The Devil Wears Prada franchise and the Galaxy S26 Ultra, adding that combining those worlds on the red carpet created a memorable experience. She also demonstrated how she used Circle to Search with Google while preparing for the premiere.

This approach shows how brands increasingly rely on creators to translate device features into relatable everyday use cases, especially for younger digital audiences.

A key feature promoted in the campaign is Circle to Search with Google, which allows users to search information directly from what appears on their screen. Samsung positioned the tool as a quick solution during high pressure moments, especially in a fashion world inspired setting.

Keena Grigsby, Chief Marketing Officer and Vice President of Mobile eXperience at Samsung Electronics America, said the company wants technology to feel as intuitive as style. She added that Galaxy S26 merges fashion, film and intelligent tools to create a powerful experience.

The campaign also demonstrates Samsung’s continued emphasis on AI powered smartphone features rather than only hardware upgrades.

Executives from The Walt Disney Studios said the partnership helps extend the world of The Devil Wears Prada 2 beyond cinema screens into modern cultural spaces shaped by fashion and digital media.

Lylle Breier, Executive Vice President for partnerships and promotions at Disney, said the collaboration allows audiences to connect with the Runway universe through immersive experiences spanning red carpet moments and social first content.

That strategy reflects a growing entertainment industry trend where films launch with branded experiences that reach audiences before opening weekend.

The sequel arrives twenty years after the original 2006 film became a global pop culture phenomenon. Returning cast members include:

• Meryl Streep
• Anne Hathaway
• Emily Blunt
• Stanley Tucci

The film is directed by David Frankel and written by Aline Brosh McKenna. Production is led by Wendy Finerman.

The movie is scheduled to release in theatres on May 1.

Samsung’s partnership with The Devil Wears Prada 2 is more than a standard product placement deal. It is a calculated move to place the Galaxy S26 Ultra at the crossroads of entertainment, fashion and AI driven convenience.

For consumers, the campaign presents the phone as both a creative camera device and a smart everyday assistant. For Samsung, it offers a premium cultural moment that could strengthen the Galaxy brand ahead of intense flagship competition in 2026.

With celebrity visibility, movie nostalgia and AI features all working together, Samsung has created one of its most stylish smartphone campaigns in recent years.