To launch Samsung’s Galaxy Z Flip, we built hype around a foldable that finally broke the era of boring black rectangles. We made its new form factor the story: compact when closed, premium and durable when opened, and unlike anything people had held before.

Then, instead of unveiling it only at Unpacked, we did it at the Oscars, in front of 23.6 million members of our target audience.
The Intro Film playfully silenced the critics, answering their questions before they could ask them. The work fused tech and fashion codes so the phone felt more like a styled object than a gadget and it helped set the tone of how Fold and Flip would keep communicating for years:
Change the shape of the future.