[Video] Interpretive Dance Captures the Spirit of the Galaxy Fold

on April 15, 2019
Share open/close
URL Copied.


The launch of the Galaxy Fold will herald the arrival of a whole new category of smartphones, introducing one of the most meaningful innovations in smartphone technology in the past decade. Samsung released a new video on April 15, ahead of the commercial launch of the device.


This video dramatizes the device’s unique trait, the foldable screen, through a powerfully crafted dance performance, created by world-renowned choreographer Amy Gardner.


The film follows a dancer as she breaks free from rigidity and physical constraints. She moves through a period of self-exploration and into a state of self-realization that manifests in a powerful dance sequence. The film then resolves with the reveal of the Galaxy Fold, clasped in the dancer’s hand. The music is a modern reinterpretation of ‘Tom’s Diner’ from the critically acclaimed artist Santigold.


Pio Schunker of Samsung’s global marketing team said, “As much as the Fold is a brand-new category-changing device, we challenged ourselves to create a marketing campaign that was on-par with this product. Therefore, we did not rely on ‘traditional’ launch ideas where it was focused mostly on communicating product features – but rather on how we could communicate effectively with our target audience emotionally. As you can see from our initial teaser using the bold Korean type on a global scale, we continued to do our best to deliver the product story in unique and new ways with the Galaxy Fold.”


The video offers viewers a tantalizing new perspective on Samsung’s most advanced and innovative device to date. Further Galaxy Fold videos, embracing a range of imaginative concepts, will be released on Samsung’s social media in the run up to the device’s global launch.

Products > Mobile

For any issues related to customer service, please go to Customer Support page for assistance.
For media inquiries, please click Media Contact to move to the form.

Check out the latest stories about Samsung

Learn More