'Welcome to Foldables'
Campaign
Samsung invented the foldable back in 2019. Eight generations on, a certain competitor finally decided to try one, with all the fanfare you'd expect. So we didn't try to shout louder. We played the gracious host and held the door open: Welcome to Foldables, where there's more than one way to fold. Big screen, bigger screen, or one that fits in your pocket. Take your pick.
Nothing was placed by chance. Every screen and build went exactly where the people weighing up their first foldable would be: the takeovers on Broadway, George St and the Emporium, and two special builds at Pyrmont Bridge and Melbourne Central.
Client: Samsung
Role: Art Director
Media Agency: Clemenger BBDO
Production Agency: Apparition Media
NOT YOUR AVERAGE BILLBOARD
A flat screen was never going to cut it for a phone that folds. For Pyrmont Bridge and Melbourne Central, we built mirrored phones, beautifully lit and burst out of their frames, a range with something for everyone, literally sticking out. I led production with Apparition Media and directed the behind-the-scenes film so the craft got its moment too.
BROUGHT TO LIFE
With no voiceover, no sound and about three seconds of someone's attention, the type had to earn its keep. I skipped the usual fade-ins and gave every copy line its own motion idea, so the words behave the way they read. Storyboarding each one and seeing them through to final delivery.
