Galaxy Z Fold8 x Spider-Man: Brand New Day

Samsung’s 8th-gen Galaxy foldables sport innovative tech, an all-new form factor, and . . . a starring role as Peter Parker's phone. So they teamed with Sony to promote the two big cultural drops of the summer: the Galaxy Z Fold8 and Spider-Man: Brand New Day.

The partnership came with tentpoles: a cinematic brand film, the in-film integration, and Sony's fan-facing Spidey Tracker. Our challenge? Build a unified world around them, showing up on every channel before, between, and after the big moments.

Movie fans obsess over trailers. Tech enthusiasts scour the internet for leaks. Long before anything drops, both fandoms hunt clues, scan frames, and dissect every blurry image.

So we built the campaign the way we'd tease a movie: a series of moments designed to be discovered, decoded, and debated, each one revealing just enough to keep fans and the tech press building the story with us.

Pre-Tease: When Ned debuted his Spidey Tracker online, our Ned Talk post made Samsung his official "sponsor." We extended the tracker with Spidey sightings on Samsung security cams, added webs across their social profiles, and hid the phone reveal date inside a Big Ben post.

Tease: We posted a glimpse of Spidey reaching for a device nobody could quite see, then shots of Galaxy phones webbed to London statues for fans and the tech press to dissect.

Reveal: Our Spidey Was Here content played on Ned's screen live at Galaxy Unpacked, and our Summer’s Best Drop post flipped conversation into pre-orders.

Post-launch: Our BTS series went behind the brand film's story, and our Galaxy News 8 series, with comedic influencer Haley Baylee, kept the Spidey world alive.

Phone pre-orders broke Samsung’s all-time record with 5.2M units globally—the most successful foldable pre-sale ever. Demand so outran supply, Samsung moved deliveries to October and rushed 1M more units into production.

From building anticipation to driving conversation, we crafted a campaign that audiences engaged with as an extension of the film's story, becoming a cultural moment that built awareness, brand affinity and, ultimately, the intent to buy.