Samsung Switchers

Samsung's yearly phone switching push had new stakes: Apple was about to enter foldables, just after the Galaxy Z Fold8 hit shelves. Samsung's answer was Switchers: celebrity pairs in session with Couples Therapy's Dr. Orna. Our challenge? Extend those sessions on social, building the world before and after the couch.

Every session has a waiting room. Audiences scroll past brand ads but binge relationship drama, so we expanded Switchers, from waiting-room moments to post-session doctor's notes and talent interviews, all written, shot, and finished by us, then carried into Instagram carousels and digital out-of-home.

• 28M+ views on our highest performing post
• iOS switchers to Fold8 up 1.6x vs. last gen
• Fold8 series sales +45% vs. Fold7
• Positive sentiment, fans debating the switch