Samsung "Thinner than" campaign

Launch the new Samsung Z Fold with a message that’s usually hard to show: “thinner than”. We needed a concept that instantly communicates thinness at a glance, feels premium/tech, and stands out in a crowded launch season—without relying on specs-heavy copy.

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1. Make “Thinner Than” clear in 1–2 seconds using visuals instead of text.
2. Create a hero world that feels cinematic and high-quality, not gimmicky.
3. Develop multiple scenes with consistent style, lighting, and scale.
4. Add motion for a lively launch (subtle realism, no chaos).
5. Provide a system that can expand to more placements (OOH, social, digital).

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We made the Z Fold gigantic so the world looks small. We used it as “thin” structures: a bridge, a Tbilisi city banner, and a phone flat on an alpine peak. We animated the visuals with subtle motion to bring them to life. For consistency, we combined Blender (3D)with AI workflows, using ChatGPT, Flux, OpenArt, and Midjourney.