Today, phones are more than tools, they are extensions of identity. How we work. How we create How we show up to the world. 

For Gen MZ, technology is personal. It reflects who they are and how they choose to express themselves.  The Galaxy Z Fold7 and Galaxy Z Flip7 were designed to do exactly that, and we gave each device a soul: 

• Fold 7 is for those who lead. Who build. Who move fast 

It unfolds into a workspace, a canvas, a stage, all at once. 

Power isn’t just owned; it’s unfolded. 

• Flip 7 is for the vibrant, the creators, the storytellers, the ones who flip perspectives and redefine what’s next.

In the end Samsung didn’t just show what the future of smartphones looks like, it showed that the future of you isn’t flat, either.

It’s bold. It’s vibrant.  It’s flexible. 

For Indonesia Gen MZ, a phone is no longer just a device, it’s a style statement, a reflection of who they are, and a symbol they carry everywhere. In their world, cool isn’t defined by price or specs alone. It’s shaped by culture by what’s trending, what’s shared and what’s feels in. 

They grew up with Samsung but for Gen Z technology isn’t just about performance anymore. It’s about personality. It’s about how a device feels in their hand, how it mirrors their rhythm, in music, in creation, in the way they dress or collaborate. The challenge wasn’t to talk about innovation. It was to make it human. To make Galaxy AI and the new foldable form feels like extensions of self expression,not engineering. So the challenge is not to explain what the Z Fold and Flip can do. It’s to show who they allow you to be. 

To make Galaxy Z feel alive in culture, we tap into what Gen MZ desires most: self-expression, creativity, productivity, and the confidence to be boldly themselves.

We elevate Galaxy Z from a premium device to a cultural accessory, by embedding it into the worlds where style is shaped, fashion, music creator collectives, and everyday aesthetic moments. So we blurred the lines between culture and technology. We infused AI’s intelligence with the spontaneity of creation, Gemini Live becoming the spark between curiosity and conversation .
Through stories of confidence and individuality, we build “Proud to Own” a feeling that transcends features. Because the Galaxy Z Series isn’t a gadget’ it’s a companion for those who dare to live wide open. 

The campaign came to life through a series of activations that brought the Galaxy Z experience closer to culture, from a cinematic brand film to creator collaborations, digital teasers, and social challenges that encouraged audiences to share their own “unfold” and “flip” moments.

At its core was a multi-format brand film, a fusion of lifestyle storytelling, AI-powered creativity, and music. Shot as a dual-narrative manifesto, the visuals flowed seamlessly between the sleek precision of Fold7 and the vibrant energy of Flip7. Each frame was crafted cinematically, moving from raw, handheld realism to choreographed aesthetics so tied together with an original dual-track anthem that embodied “Fold Power” and “Flip the Norm.”

The story extended through social media, where short-form creator videos and digital activations invited users to reinterpret the message in their own way by turning the campaign into a movement of self-expression.

We also collaborated with no na, an uprising youth creative collective and music group celebrated for their bold style and authentic self-expression. Not as endorsers, but as true co-storytellers. Through their music, visuals, and lifestyle narratives, the Fold and Flip became more than devices, they became symbols of individuality, boldness, and the cultural rhythm of now.