Samsung brings the Victory Selfie to the Winter Olympics for the first time with new Milano Cortina 2026 campaign

Samsung has unveiled a new global Olympic campaign for the Milano Cortina 2026 Winter Olympics, marking the first time the Victory Selfie will appear at a Winter Games — and the first time it will be available for pair and team sport medal ceremonies.

Following its debut at the Paris 2024 Summer Olympics, the Victory Selfie allows athletes to capture the emotions of the medal podium themselves using Galaxy smartphones. The expansion at Milano Cortina 2026 means even more athletes will be able to document this unforgettable moment from their own perspective — a significant shift from traditional podium imagery previously limited to official broadcast photography captured from a distance.

Under Samsung’s Olympic campaign platform ‘Open always wins’, the Milano Cortina 2026 work introduces the message “Victory is a team sport”, emphasising that success is never achieved alone but through the collective support of family, coaches, teammates, fans and communities.

To bring this idea to life, Samsung spotlights the Olympic Edition’s Dual Recording feature — a bespoke camera experience tailored exclusively for the Olympic Edition — which captures two perspectives simultaneously. More than a technology feature, Dual Recording weaves different viewpoints into a single story, expanding victory from an individual achievement into a shared experience.

The campaign launches with a new hero brand film, Victory Is a Team Sport, which can be viewed here: https://www.youtube.com/watch?v=_6RMxpbRV3E

The film brings together an athlete’s journey and a parent’s emotional perspective, combining both points of view in the same moment through Victory Selfies and Dual Recording — from early failures through to success on the Olympic stage.

Supporting the hero film is a series of social-first videos featuring Italian national athletes and Team Samsung Galaxy members Ian Matteoli (Snowboard), Flora Tabanelli (Freestyle Ski) and Miro Tabanelli (Freestyle Ski). The films explore the relationships behind elite performance, capturing moments shared with coaches, siblings and family members using Dual Recording.

Three social films will launch on January 23, with a further three released on February 6, including a compilation edit designed for short-form distribution. Where athlete names appear, stories are real; where names are not shown, individuals are portrayed by models to represent universal experiences behind victory.

The Milano Cortina 2026 campaign builds on Samsung’s Open Always Wins platform, first introduced at Paris 2024, which centres on the belief that openness to ideas, experiences and perspectives unlocks new possibilities and deeper connection.

Source: Samsung

  Advertising, Campaign, Marketing, Milano Cortina 2026 Winter Games, Olympic Games, Samsung, Team Samsung Galaxy, Winter Olympics