TV / OLV • GLOBAL
A global product tease disguised as a psychological thriller.
The sequel to Samsung’s global Join the Flip Side campaign, created to build anticipation for the next generation of Galaxy Z foldables ahead of Unpacked.
Rather than turn the phone into a product demo, we brought back the psychological-thriller world of the original film and pushed it further, weaving the Flip’s design, customization and foldable features directly into the story.
The challenge was making the product benefits part of the entertainment: turning curiosity, temptation and self-expression into reasons to switch sides.
THE SCARIEST THING? SWITCHING.
Turning phone-switching anxiety into the monster.
The horror wasn’t really the phone. It was the idea of switching.
So we treated the Galaxy Z Flip like the object of obsession in a classic teen thriller, letting it appear again and again until curiosity turned into temptation and, eventually, everyone started giving in.
THE PRODUCT IS THE PLOT.
Every fold pushed the story forward.
Rather than stopping the film for feature demos, we made the product behavior part of the storytelling.
The simple act of unfolding the phone became a recurring visual motif throughout the film, each reveal pulling another character a little further to the Flip Side.
The product became the recurring visual cue.
BUILDING THE WORLD
Summer camp. Psychological thriller.
We took an idyllic lakeside setting and slowly made it feel wrong, using location, lighting, styling and production design to shift the film from sunny summer hangout to full-on horror.
