Samsung Pushes Creative Boundaries With Doechii in Galaxy Z Fold7 Finale

Samsung’s Galaxy Z Fold7 launch is ending on a high note.

The tech giant just launched a campaign that sees Doechii multiplying onscreen in a surreal new finale that matches the phone’s shape-shifting form with the artist’s limitless creativity.

Directed by Kasra Farahani and produced by Chromista, the final short film in the Fold7 launch trilogy puts the Grammy winner front and center in a minimalist white cyclorama studio.

Each shift in the device’s form, like folded, flexed, or open wide, mirrors a new version of Doechii, unfolding beside her in the space.

The result is a campaign that captures the essence of her creative flow while making the phone feel like a natural extension of it.

“Directing this trilogy of films for the Galaxy Z Fold7 was more than just a commercial endeavor,” Farahani said.

“It was an exploration of how technology expands the boundaries of spontaneous creativity and imagination.”

Notably, the campaign has also featured Dylan Efron and Jaden Smith in earlier films, each exploring their creative paths.

But it’s Doechii’s segment that drives the visual metaphor home: for artists and creators, more isn’t extra but essential.

Creativity Goes Anywhere

A recurring theme across the spots in the ad series is multiple Doechiis in fast-paced shots holding up different forms of the Fold7.

All to drive the point that the innovative smartphone covers the creative wants and needs of artists like the "Anxiety" singer. 

Farahani and cinematographer Markus Förderer designed the space as an infinite void, a blank canvas where the device and the performer could move freely.

With soft steel tones and carefully choreographed camera moves using a Bolt robotic arm, the spot transforms the phone’s utility into something aspirational.

Overall, the commercials exemplify how the Galaxy Z Fold7 adapts without interruption.

While the campaign doesn’t rely on live events or major physical activations, its high production values and tight creative direction give it a premium feel, closing Samsung’s trilogy with an emphasis on multidimensional expression.

Our Take: Does More Really Mean More?

Every phone ad nowadays promises creativity, but Samsung knew to show this, not tell.

I appreciate how this spot doesn’t overwhelm viewers with specs or gimmicks.

Instead, it (literally) creates space for imagination to unfold.

That’s how you build an aspirational product launch plan without sounding out of touch.

For marketers, it's a strong reminder that abstraction, when done with intention, can sometimes speak louder than slogans.

Previously, the phone giant and Doechii launched a similar campaign for the release of the Galaxy S25 Edge.