To launch Galaxy Z Fold3 and Z Flip3, we built a global campaign that reintroduced foldables through real everyday lifestyles, challenging people to see what happens when you unfold your world. Across films and lifestyle key visuals, each execution focused on one clear behavior, from hands free FlexCam creation and immersive Flex viewing to seamless multitasking, bigger screen play, and S Pen creativity etc.

Crafted with a premium, fashion forward art direction that fused tech and style codes, the work was designed to read fast on Samsung owned digital screens, retail displays, and billboards worldwide, rolling out across in store, out of home, and Samsung owned channels to show foldables as something you use, not just something you open.