Samsung | Zflip2

Blue Studios, in partnership with Samsung North America, led creative strategy and production for a bold, social-first campaign featuring top Gen Z influencers and dancers. The goal was clear: move beyond flip-phone nostalgia and position the Z Flip2 as a forward-thinking, flexible, and culturally relevant device.

Samsung was determined to reshape perceptions of foldable phones—showcasing the Z Flip2 as a sleek, modern tool tailored for a digitally native generation. Blue led the strategy to integrate dynamic visuals and cultural storytelling that resonated with Generation Z’s aesthetic, creativity, and tech-first mindset.

Campaign Concept & Execution

1. Conceptualizing Movement

• We partnered with trending American Gen Z influencers and dancers to choreograph a routine that visually mimicked the phone’s fold-and-flip mechanics. The result: a kinetic, stylized dance representing versatility and transformation.

2. Futuristic Presentation

• A robotic arm was woven into the choreography to symbolize precision, innovation, and high-tech flair—reinforcing Samsung’s commitment to modern design.

3. Harmonizing Tech & Aesthetics

• Blue directed the influencers to embody the essence of Z Flip2—balancing sleek aesthetics with tactile capability—mirroring the device’s form and functionality with movement and presence.

4. Social Activation

• Tailored for social-first impact, the campaign featured short-form cutdowns designed for Instagram Reels, TikTok, and Snapchat—amplifying reach and engagement among trend-driven audiences.
  

Social placements Alignment with Broader Samsung Z Campaigns

This campaign fits within Samsung’s broader evolution of Gen Z-targeted efforts—like “Flipvertising” and “#JoinTheFlipSide”—that tap into youthful identity, cultural belonging, and flexible thinking