THE CHALLENGE

Samsung had a bold new product—the Galaxy Fold, a smartphone that literally bent the rules of mobile tech. But being a pioneer in the folding phone market wasn’t enough. They needed something just as bold to show the world what made this device special.

Our mission? Make people stop, stare, and say, “Wait… did that screen just FOLD?!”. 

SOLUTION 

If Samsung was going to change the game, we needed to change the skyline. So, we engineered a world-first transformation of Piccadilly Lights, one of the most iconic digital billboards in the world.

We recreated the hidden architecture beneath the screen and built a folding structure that physically bent—just like the Galaxy Fold.

The screen didn’t just play an ad; it literally changed shape before people’s eyes, revealing the changing face of smartphones in a way no one had ever seen before.

The result? A jaw-dropping moment that brought the product’s innovation to life, right in the heart of London.

We didn’t just talk about innovation—we showed it. By making the ad itself fold, we turned a billboard into a spectacle and a product launch into a moment people had to see to believe.

Sometimes, the best way to sell a groundbreaking product... is to be just as groundbreaking with how you market it.

RESULTS 

1.9M heads turned in the first 2 weeks

1000% increase in searches for the Samsung Galaxy Fold in London.

Helped turn the Galaxy Fold into Samsung’s fastest-ever selling product.