Opening in a vibrant nail salon full of interesting characters, we see Todrick Hall having a sassy conversation on his Galaxy Z Flip3 5G. He “clacks” the phone shut to end the conversation, causing the whole salon of characters to stop and turn, and his friend and fellow queen Laganja Estranja to call him out for his “extraness.” Then, like Alice in Wonderland, Todrick uses his Z Flip3 to pull us into his wonderful world of song and dance, where he and his backup dancers proceed to sing about the phone as they demonstrate its form factor through dance.

The Z Flip3 is a new generation of foldable smartphones with a head-turning form factor designed for Gen Z and young millennials who are interested in making a statement.

It brings back that “clack.” That sound of power, attitude, and sass that can only come from slamming shut a flip phone. Tapping into the nostalgia of the original flip phones of the 2000s, we brought it to a whole new generation with the Z Flip3 and Todrick Hall.

We collaborated with Todrick Hall, an offbeat artist who represents everything we love about the “clack” and the Z Flip3. He’s fearless, empowering, and the embodiment of Samsung’s biggest brand positioning: openness.

Together we rewrote one of his hit songs and created a music video that was 100% product demo and 100% Todrick. Using the same song, Todrick also created a TikTok dance challenge.

The Z Flip3 is a statement piece. It’s all about form and the attitude, sass, and power that come with “clacking” a flip phone shut. Samsung’s current brand positioning is all about openness.

These ingredients informed all of our casting choices, from key talent to the director.

Todrick Hall is an offbeat artist who represents everything we love about the “clack” and the Z Flip3. He’s fearless, empowering, and the embodiment of openness.

It was important to stay authentic to Todrick’s world, so we gave him lead on casting his crew of dancers and the choreographer, which resulted in a beautiful array of genders, ethnicities, and body shapes. A true demonstration of openness.

We decided to work with Hannah Lux Davis first and foremost because she is an amazing director, and also because she is a woman who embodied all of our key ingredients.