Fold The Feed

Led art direction for Samsung’s national Fold the Feed campaign, designed to play with the expectations of social scrolling. Each video begins like a familiar piece of content native to the viewer’s feed, then pulls back to reveal the content living on the Galaxy Z Fold8, transforming an everyday scroll into an unexpected Samsung ad.

eNTERTAINMENT / SPORTS / FITNESS

The campaign spanned three content verticals: entertainment, sports and fitness. Each was built with its own visual language and custom animation style, allowing the idea to feel native to the content while maintaining one cohesive campaign concept.

SPOTIFY / HULU

Expanded Fold the Feed through partnerships with Spotify and Hulu’s The Shards, adapting the campaign idea to feel native to each platform and audience.

Spider-Man TikTok Logo Takeover

Created a Spider-Man TikTok Logo takeover to to utilize the Samsung and Spider-Man Brand New Day collaboration.

tiktok logo takeover

Samsung partnered with TikTok to turn the Logo Takeover into a playful transition, creating a branded moment the second users open the app, before the scrolling even begins. Now that’s attention grabbing.

Youtube home page fake out

Designed a “fake-out” YouTube homepage takeover that begins as a familiar content feed. One by one, the video tiles fold away, revealing they’ve been living on the Galaxy Z Fold8 all along and turning an everyday browsing moment into an unexpected product reveal.

YOUTUBE PAUSE SCREEN

Turned the YouTube pause screen into a product moment. When viewers pause, their content shrinks into the Galaxy Z Fold8 display, seamlessly showcasing its expansive widescreen built for entertainment.