Samsung Galaxy

The Ask

Inspire savvy and self-expressive Gen Zs to make the Samsung Galaxy Z Flip4 phone part of their lifestyle.

The Insight

Gen Z has an unprecedented desire to document, explore, and share who they are — and they need a device that can enhance their creativity.

The Content

BDG collaborated with singer-songwriter Blu DeTiger to document “the movie of her life” using the Samsung Galaxy Z Flip4. Through a robust social video series and custom-shot card stories, we showed how the phone’s capabilities complement (and keep up with) the next generation of creative talent.

How To Find Your Light, No Matter If It’s Day Or Night

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In The Pocket: Blu DeTiger On The Rigors Of Touring

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Trend Alert: Blu DeTiger Matches Her Phone To Her Mood

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Ready To Flex: How Musician Blu DeTiger Took Her Story Into Her Own Hands

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Unlocked: What It’s Like To Be “On” 24/7

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The Experience

The program culminated in an activation at NYLON House, Miami Art Week’s most exclusive party. Samsung Galaxy immersed guests, including Blu DeTiger, in an AR experience inspired by the Galaxy Z Flip4, complete with a larger-than-life robot arm. Within this AR world, guests explored and captured content, bringing to life an imaginative, surreal world.

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The Results


total campaign impressions


increase in recommendation intent*


increase in affinity*

5+ min

avg. engagement time with NYLON House activation

*Nielsen Branded Content Study