Samsung | Zfold2

Blue Studios partnered with Samsung North America and Verve to develop and launch the Z Fold2 flagship campaign—framing the foldable as the ultimate hybrid lifestyle device. With a dual-location concept (Malibu + Downtown LA), we translated product flexibility into cultural relevance, creating a visually elevated campaign that helped Samsung reintroduce itself to the American market through design, storytelling, and innovation.

Blue Studios partnered with Samsung North America and production house Verve LA to develop and execute a visually stunning, insight-driven campaign to launch the Samsung Z Fold2—Samsung’s bold entry into the foldable smartphone category, designed to capture mindshare in a market dominated by Apple.

At a pivotal time when Samsung sought to differentiate itself through innovation, Blue was brought in to craft the narrative and visual language for the Z Fold2 that would highlight its technological edge, premium aesthetic, and multi-functional design. We positioned the device not just as a phone, but as a symbol of modern versatility—a lifestyle companion for ambition, productivity, and creativity.

• Market Strategy: Blue identified key behavioral personas—mobile-first professionals, hybrid workers, and digital creatives—framing the Z Fold2 as their ultimate device.

• Cultural Insight: While Apple focused on minimalist refinement, Samsung’s foldable edge represented future-forward adaptability. Blue built the creative around that differentiation.

We conceived a dual-location concept that visually captured the duality and flexibility of the Z Fold2:

• Malibu Beach Scene: A tranquil, modern lifestyle scenario to demonstrate the device’s immersive screen and creative flexibility—shot with talent in a vibrant yellow dress against the serene Pacific.

• Downtown LA Rooftop: An urban, high-performance setting to showcase the business, multitasking, and productivity features—filmed in a modern industrial loft with city skyline framing.

This juxtaposition emphasized how the Z Fold2 seamlessly transitions between work and life, business and creativity—just like its form factor.

Outcomes

• Elevated Brand Perception: Helped redefine Samsung as a design-forward, future-ready brand among U.S. early adopters and premium tech buyers.

• Increased Awareness: Supported retail and e-comm rollout with visually stunning hero content used across digital ads, Samsung.com, and social campaigns.

• Set the Tone for Foldables: The campaign was one of the first lifestyle-forward pushes for foldable phones in the U.S., setting a creative benchmark for the category.