SAMSUNG: FOLDED ADS

Launching new generations of foldable smartphones (Galaxy Z Flip4 / Fold4). The brief sat at the intersection of brand communication and retail/OOH marketing: deliver the product's core USP — a screen that folds.

Developed the unconventional creative frame "Foldable smartphones need folded ads." Directed the production of custom 3D constructions in London — local craft, global launch.

The campaign drove powerful organic reach and PR impact across leading industry media (AdAge, Little Black Book). The case proved the effectiveness of an unconventional OOH format for growing Brand Consideration for an innovative product and won Silver Epica London.