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Key Takeaways:
- Doechii stars in Samsung's Galaxy S25 Edge campaign, emphasizing fashion and self-expression.
- A live NYC event with an exclusive performance supports the product launch.
- The campaign promotes Galaxy AI tools in Samsung’s lightest S series device yet.
Samsung’s newest campaign wants you to know that your phone can be powerful, stylish, and still fit into your waistband.
To promote the new "Galaxy S25 Edge," the tech giant tapped Grammy-winning artist Doechii in a series of creative spots.
They highlight how the sleek new device fits seamlessly into any lifestyle.
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The campaign positions the phone not just as a piece of tech, but as an extension of personal expression.
And as all of her fans know by now, this is something Doechii knows plenty about.
“Music and fashion are some of my favorite creative outlets because they let me push boundaries and express myself in a way that feels authentic,” the "Anxiety" singer said in a news release.
“With this partnership, I want to encourage people to have fun, try something new, and know that the creative voice inside them is valid.”
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The Galaxy S25 Edge is Samsung’s lightest and thinnest S series device yet, but it doesn’t trade off performance.
It’s equipped with fan-favorite Galaxy AI features like Audio Eraser and Drawing Assist, and even a 200MP ProVisual Engine camera that captures the smallest details.
In Doechii’s case, that means ultra-crisp shots of her albino alligator pet Coconut.
A Show at the Edge
In the videos, Doechii moves through her day while the Galaxy S25 Edge keeps up, from capturing photos to keeping her connected.
The spots feature her with Coco, who graced the cover of her breakout mixtape titled "Alligator Bites Never Heal."
Here, she asks it to buckle up as she drives off to the "Edge" in style.
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Apart from the stylish shots and Doechii's undeniable aura, the spots also highlight the phone’s compact build, making it easy to carry without ever feeling bulky.
This feature is emphasized when Doechii drops all her commitments to have a "light day with a light phone."
Beyond the spots, the campaign comes to life with a live VIP launch event at Edge NYC in Hudson Yards, featuring an exclusive performance from Doechii herself.
Fans who can’t attend in person can tune in to the livestream on May 30 at 8 p.m. ET.
Our Take: Does Doechii Deliver?
When you get a megastar like Doechii to be part of your campaign, you can bet on a campaign that focuses on real-world use and personal style.
It’s a clear push from the tech giant to connect with younger audiences who see phones as fashion, camera, and creative partner all in one.
All to drive the point that phones aren’t just functional, but also add to your overall vibe.
Doechii doesn’t just endorse the Galaxy S25 Edge, she brings it into her world with Coco by her side, of course.
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As someone whose artistry spans sound, visuals, and personal style, she becomes a natural ambassador for Samsung’s sleekest phone yet.
Brand partnerships like this remind me how powerful collaborations can be.
When product design and personality sync up perfectly, the results truly stand out.
In other news, Jean Paul Gautier teamed up with BLACKPINK's Jennie for its new fall campaign.
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