Work
Galaxy Z Flip5 BEYOND LIMITS
Challenge
The launch of the Galaxy Z Flip5 broke many stereotypes. It explored new possibilities and flipped the narrative on the design and functionality of phones. It became an instant hit among Gen Z, who simply loved the ease it brought to creating and sharing content. But they wanted more. The challenge was to keep the story going through people and voices they could identify with.
Thought process
Challenging the limits, defying odds, and exploring new journeys have been the forces behind Samsung's pathbreaking innovations. In many ways, the Galaxy Z Flip5 symbolises all these qualities. But the question was who among the people that Gen Z follow and adore in the UAE symbolises the idea of going 'beyond limits'. We found our ambassador in Emirati racing driver Amna Al Qubaisi. It was time to create a new story.
We wanted Amna to share her trailblazing journey of breaking many records and stereotypes, just the way the Galaxy Z Flip5 did when it was launched. This led to the 'Beyond Limits' campaign. We shot a short video where Amna sums up her motivations, ambitions, and her collaboration with Samsung. We also collaborated with international artist Dina Saadi to create a series of artworks seen on a collection of customised Galaxy accessories.
