In 2020, the smartphone market felt incredibly saturated and dull – with most of its advertising starting to look and feel the same. Even though folding phones were not a new thing at that time, Samsung was introducing something genuine with the Galaxy Z Series. And the challenge was clear – how do we cut through the ‘sea of sameness’ and make people notice why this one was special.

The answer was crafting a visually striking, minimalist concept, one that would pique curiosity and command attention, setting the Galaxy Z Flip apart from the competition. The resulting campaign narrated a story through visually captivating imagery that showcased the unique design and features of the Galaxy Z Flip, flipping the perception and challenging traditional smartphone aesthetics.

The visual idea was conceptualised by me. Followed by the copy.