Samsung Fold8

Life does not fit into a single shape. It shifts throughout the day, and technology should be able to shift with it. After eight years of refining the category, Samsung introduced its latest foldables as two expressions of the same idea: one mastering function, the other remastering form. The campaign focused on how both devices adapt naturally to changing moments, whatever shape they take. My role was to help develop the overall art direction and creative direction for the work, shaping the visual language across the campaign, including the type treatment and how the system came together across different formats.