In a crowded market Samsung launch a specific new technology about the Galaxy range mobile phone.

The folding gesture picked up from the vintage 90's phones need to be reinventing.

Find the good way the enhance this spectacular new technology.

Make a gap is the goal.

Be different, not only focus on a new technology but also speak about a gesture.

Create a real new vision. an appealing point of view.

Show the difference of use of the folding led screen of the Galaxy Z through the eyes of future and without think about old mobile phones.

Bring a part of poetry is the point of difference with witch one we have to play and demonstrate the particularity of the galaxy Z.

A spectacular communication, who mix up poetry and technology.

For this ambitious project, the Saatchi & Saatchi agency, worked with the trendy choreographer Sadeck Berrabah and to the music compositor Seysey.

The big idea is to mix the creative universe of new talented artist to the new Samsung folding mobile phone.

Sadeck Berrabah, wich have a specific signature in resonance with the folding concept, imagined a specific and unique choreography : The Folding Choreography, inspired by the galaxy Galaxy Z Fold3 5G and Z Flip3 5G mobile phone.

This is the orchestration of 64 dancers who play their arms and recreate the movement

Sadeck Berrabah, has a specific signature, a paw.

His choreography always use the folds of the bodies. His work is in total resonance with the gesture that we look for to enhance.

The mix of the two artist Seysey and Bareck create univers of poetry but anchored in the future of technology.

The ballet of the led (arms) reinvente the gesture of the folding device.

Like if it was an art to use the mobile phone. A dance with the technology.

If the set ran for 1 day.

The entire work has been tuff for one month.

The original music and the choreography needed to match with each other to really create a universe.

Plus one month to find a solution for the light

Placement

To catch young consumer we decide to be present on social media more than TV.

We choose the plateforme depends to the target

Impact :

A phone who touch people attract by art.

People who already follow artist.

The out of box point of view for a new technology, really had a strong impact on minds because at first sight the film catch an emotional attention, in step two we discover the product.

The impact has been hight, the difference to show a mobile phone really impact the consumer mind.