The entire world relies on and loves their iPhone so much that trying to replace them at scale with some unknown, unwanted, uber-expensive folding novelty from Samsung seemed nigh impossible. But we weren’t fazed by it. We built a new playbook for scaling new technology and evolved our launch strategy yearly like a tiny start-up. Using bold marketing ideas to tackle impossibilities year-by-year, audience-by-audience, we’ve outsold every generation to turn foldables mainstream – reinvigorating not just Samsung’s business and brand, but the entire flat mobile world forever.

In addition to creatively leading the global launch of the Galaxy ZFold and ZFlip in 2021 + 2022, I was responsible for the global creative for Galaxy Buds2, GalaxyWatch5, and Galaxy Privacy.