Samsung Galaxy Z Flip4

The Ask

Samsung wanted to influence a generation of influencers—creators who are savvier than ever and often difficult to drive affinity with, especially when it comes to their devices. We were tasked with inspiring self-expressive Gen Z to make the Samsung Galaxy Z Flip4 part of their lifestyle by positioning the phone’s capabilities as valuable storytelling tools in an authentic way.

The Insight

Gen Z has an unprecedented desire to document, explore, and share who they are—and they need a device that can enhance that creativity. So what’s the way in? Through their own artistic perspective. We needed a campaign that told the Gen Z narrative in an honest way while simultaneously showing off the Galaxy Z Flip4’s features.

The Content

BDG collaborated with singer-songwriter Blu DeTiger to document “the movie of her life” using the Samsung Galaxy Z Flip4. The shots were dynamic, the clips were intimate, the moments were real, and the musical score was custom composed and played by DeTiger on her bass guitar. From her point of view, the Galaxy Z Flip4 looked like an essential accessory for any Gen Zer.

Through a robust social video series and custom-shot card stories across NYLON and Elite Daily, we proved that the phone’s capabilities complement (and keep up with) the next generation of creative talent.

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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 immersed guests, including Blu DeTiger, in an AR experience inspired by the Galaxy Z Flip4 and complete with a larger-than-life robot arm. Within it, guests explored and captured content, bringing to life an imaginative, surreal world.

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The Results


total campaign impressions


increase in brand affinity*


increase in brand recommendation intent*

5+ min

avg. engagement time with NYLON House activation

*Nielsen Branded Content Study