Folding Piccadilly
Samsung’s Galaxy Fold’s unique folding screen not only changed the face of the smartphone, but also the way we looked at mobile screens forever. For its UK launch, Cheil’s aim was to harness the power of Europe’s largest existing DOOH screen. By recreating the architecture hidden beneath the Piccadilly screen, Cheil set out to build something never seen before – a folding structure engineered to literally change the face of one of the world’s most iconic screens, and by doing so reveal the changing face of the smartphone.
- Graphic DesignPosters
Country
- United Kingdom
Client
- Samsung Galaxy
Creative Director
- Maris Silis
- Nick Spink
Executive Creative Director
- Russell Schaller
Strategic Planner
- Kiron Mair
Business Director
- Lynn Reilly
Account Director
- Amy Kilmister
Head of Imaging
- Paul Newell
Project Manager
- Nathan Royal
Senior Producer
- Simone Maggi
Animation & Visual Effects
- MOVING PICTURE COMPANY
Advertising Agency
- Cheil London
Design Agency
- Cheil London
Samsung’s Galaxy Fold’s unique folding screen not only changed the face of the smartphone, but also the way we looked at mobile screens forever. For its UK launch, Cheil’s aim was to harness the power of Europe’s largest existing DOOH screen. By recreating the architecture hidden beneath the Piccadilly screen, Cheil set out to build something never seen before – a folding structure engineered to literally change the face of one of the world’s most iconic screens, and by doing so reveal the changing face of the smartphone.