BACKGROUND

Foldables had reached an inflection point. Concerns around durability and usability were fading, but consumer hesitation remained. People were intrigued by the form factor, yet unconvinced it offered a reason to change how they used their phones. The category didn’t need more features. It needed clarity around why a foldable mattered.

SOLUTION

Samsung introduced a single provocation: Can your phone do that?

The campaign focused on demonstration, not explanation. Every moment showed a capability unique to Galaxy Z Fold—instant multitasking, dual screen recording, drag-and-drop multiview editing, and live split-screen creativity. To shift perception at scale, Samsung partnered with creators rooted in culture rather than tech commentary. Doechii, Dylan Efron, and Jaden Smith used the device within their real creative workflows, letting the fold itself become the signature gesture. The phone didn’t claim superiority. It showed it.

RESULTS

The launch sparked immediate cultural response. The campaign generated more than 110,000 hashtag mentions in its first week. A New York City immersive storefront attracted nearly 10,000 visitors in week one. Creator-led content produced 6,800 out-of-home placements and sustained conversation centered on a single question: Can your phone do that?