Samsung campaign launches tend to be extremely product focused. Films primarily champion technology and functionality with a very literal approach.

The launch of The Galaxy Fold needed to convey the innovation and excitement of a new category, but we needed to do it in a different way: connecting with our audience at gut level, in an emotional way.

Our target was not just our usual tech audiences, but the new, high-end consumer that would be able to afford the high price of the device. The craft and delivery of the execution was the ultimate key to engage them.

Our lead performer would have a pivotal role to play in the film – both as a metaphor for the device and as representative of a progressive user with technology at her fingertips.

Casting was key in bringing emotional authenticity to the film and driving global appeal through diversity: she is difficult to define in terms of provenience and has an androgynous touch.

We sought a performer with strong features and expressive eyes, who could wear minimal make up and convey a very human sense of beauty. She would have to be able to bend in very extreme ways but do it with undeniable grace. Ultimately, she would have to convey the idea of self-discovery as her character evolves in a psychological journey towards absolute freedom and confidence.