Samsung: Galaxy Fold Launch
Samsung’s Galaxy Fold was the most radical reinvention of the smartphone since they debuted in 2007. So it deserved a radically-different global launch campaign. The out of home, in major cities around the world, declared in Korean, “The future unfolds.” Our film became the most-watched Samsung video of all time, with nearly 21M views. I led and won the pitch for this business, the agency's first B2C assignment for the brand.
This work won a Bronze Lion and four shortlists at Cannes.