SAMSUNG

Bend The Rules

The Samsung Galaxy Z Flip’s literal glass-bending screen inspired the idea to “bend the rules” of physics, fashion, society and beyond. To position the product as not only a mobile device but also a bold fashion statement, the US market launched a Thom Browne collaboration edition. Hence, a key part of us localising the campaign and appealing to a younger, quirkier audience included a partnership with celebrated bag designer Ling Wu, who created a micro bag for the phone.