Samsung | Zfold2
- Jun 30, 2021
- 1 min read
Updated: Jun 8
Project: Samsung | Zfold2 Client: Samsung Agency: Cheil Production / Studio: Verve
Creative Director: Karim Youssef Group Creative Director: Cody Danials Creative Director Copy: Erin Producer: Verve Campaign Strategy: Karim Youssef Editorial: Verve Audio: Verve
The work positioned foldable technology as a confident everyday experience rather than a pure hardware demo.
Cheil shaped the agency context while Verve carried production, giving the work a clean path from brief to finished asset.
On Samsung | Zfold2, Karim Youssef's hand shows up in the craft layer: the way image, motion, edit, and finish turn the assignment from a set of assets into a coherent piece of communication.
The work had to move cleanly through digital and social channels, where the idea has to land fast but still feel considered, designed, and finished.
The result is a focused creative piece with a clear idea, a disciplined visual system, and enough craft to hold attention past the first look.
The craft sits in the rhythm: how the image moves, where the edit breathes, how the design supports the subject, and how the final piece keeps momentum without feeling rushed.
The media is placed as part of the read, not as an afterthought: finished work first, then the details that explain the choices behind it.
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