Optus and Samsung Unfold Galaxy Z Series with BRX
Optus and Samsung have partnered to bring the new Samsung Galaxy Z Series to life through a bespoke creative platform designed around the unique possibilities of Samsung’s latest foldable devices.
Built around the defining foldable experience of the Galaxy Z Fold8 Ultra and Galaxy Z Fold8, the campaign transforms the act of unfolding the device into a world that expands beyond the screen, dramatising the immersive large-screen experience and the new possibilities it unlocks across entertainment, productivity and Galaxy AI.
Developed with BRX, the campaign takes a different approach to this year’s Samsung Galaxy Z Series launch. Rather than focusing solely on specifications, the work uses the distinctive Samsung foldable form factor as the creative device itself, showing consumers how a larger, immersive display can change the way they watch, work, create, and experience content and positions the campaign firmly in Optus’ brand world.
The concept is inspired by the opening motion of the Samsung Galaxy Z Fold8 Ultra, with the physical act of unfolding the device triggering the world around it to expand.
This creates a direct connection between Samsung’s product innovation and the creative platform, while bringing the experience to life with Optus’ distinctive brand world.
Optus senior director of consumer and business marketing, Akshay Sardana, said, "Foldable devices are opening up new possibilities for customers, whether that's watching content on a larger screen or getting more done on the go.
"We wanted to bring those experiences to life in a way that helped customers immediately understand what makes the Samsung Galaxy Z Series different. Rather than focusing solely on specifications, the campaign shows how foldable technology can enhance the way people work, create, connect and enjoy content every day.”
Samsung Electronics Australia's group head of partner and retail marketing, mobile eXperience, Jason Ridge, added, "The Samsung Galaxy Z Series is about giving consumers experiences that simply aren’t possible on a conventional smartphone.
"Our ambition with Optus was to make those differences immediately visible, from the expansive display and immersive entertainment experience through to multitasking, productivity and Galaxy AI. Optus has taken those product truths and translated them into a distinctive campaign that demonstrates the possibilities of Samsung foldables in an engaging way."
To realise the idea, BRX created a cinematic world that literally unfolds from the device. In one consumer execution, a football match bursts beyond the screen, dramatising the immersive viewing experience enabled by the Galaxy Z Fold8 Ultra and Galaxy Z Fold8’s expansive displays.
The campaign combines AI-generated environments with detailed 3D modelling and compositing, creating seamless transitions between the handset and the expanding world around it.
The work also draws on Optus’ new brand design system, pairing bold typography, vibrant brand colours and simple graphic composition with cinematic motion to create a distinctive look and feel across social and digital channels.
The approach has translated into strong commercial results, with the Foldables pre-order campaign delivering a strong launch performance, with Optus achieving a 23% YoY increase in sales.
Demand was also well balanced across the range, with strong performance from the Galaxy Z Fold8 and Z Fold8 Ultra, while the Foldables TikTok TopView campaign supported the launch with 2.8 million impressions.
The results demonstrate strong consumer interest in Samsung’s latest generation of foldable devices and the effectiveness of combining differentiated product storytelling with Optus’ integrated campaign approach.
