Isso é Flip
Samsung Brasil
Galaxy Z Flip5 - Isso é Flip
Mutato/SP/BR
2023
︎︎︎ My role: ACD
Led the creative vision for the entire Isso é Flip platform, from strategic concept and campaign narrative to the execution of 9 films across digital, TVC, and cinema.
Directed the visual language for product shooting, defined the content strategy for the influencer ecosystem, and oversaw a multidisciplinary team of art directors, copywriters, and motion designers.
Galaxy Z Flip5 - Isso é Flip
Mutato/SP/BR
2023
︎︎︎ My role: ACD
Led the creative vision for the entire Isso é Flip platform, from strategic concept and campaign narrative to the execution of 9 films across digital, TVC, and cinema.
Directed the visual language for product shooting, defined the content strategy for the influencer ecosystem, and oversaw a multidisciplinary team of art directors, copywriters, and motion designers.
We turned the internet's favorite content formats
into cinema — proving that Galaxy Z Flip isn't just
a phone, it's the way Gen Z already lives.
Challenge
Galaxy Z Flip5 was entering a mature market with growing competition from foldable rivals. Samsung needed more than a product launch — they needed to make Flip culturally relevant, proving it wasn't just a phone, but a natural extension of how Gen Z already creates and shares content.
Insight
People already tell stories through repeatable social formats.
"Get Ready With Me"
"Mood of the Day"
"Cooking With Me"
The Flip simply fits this behavior.
Galaxy Z Flip5 was entering a mature market with growing competition from foldable rivals. Samsung needed more than a product launch — they needed to make Flip culturally relevant, proving it wasn't just a phone, but a natural extension of how Gen Z already creates and shares content.
Insight
People already tell stories through repeatable social formats.
"Get Ready With Me"
"Mood of the Day"
"Cooking With Me"
The Flip simply fits this behavior.
Idea
Turn social media trends into cinematic stories that show how the Galaxy Z Flip fits naturally into everyday culture.
A content platform where every trending format becomes a film demonstrating a feature of the Flip.
A series of social-first films inspired by popular content formats, distributed across TikTok, Instagram and digital media.
Turn social media trends into cinematic stories that show how the Galaxy Z Flip fits naturally into everyday culture.
A content platform where every trending format becomes a film demonstrating a feature of the Flip.
A series of social-first films inspired by popular content formats, distributed across TikTok, Instagram and digital media.
Hero Films
︎︎︎ get ready with flip (digital / tvc / movie theater)
︎︎︎ cooking and learning (digital / tvc / movie theater)
︎︎︎ mini companion (digital / tvc / movie theater)
Campaign Films
︎︎︎ wallet vs. flip (digital)
︎︎︎ dynamic prints (digital)
︎︎︎ fanatic (digital)
︎︎︎ mood of the day (digital)
︎︎︎ gourmet contest (digital)
︎︎︎ girls night (digital)
Content Plataform
@leticiamunix
@wwwingrids
@samporto
@priborgonovi
@eusouokim
@fiaspo
@joysmacedo
@biaa.lira
We also had an minimalist aesthetic shooting
(Z Flip5, Z Fold 5, Watch 6 and Ecosystem) for performance campaign.
︎︎︎ making of
Impressions 4.41B / Views 1.5B / Views 100% 712M / VTR 30% / Visits 13.5M / Buy Button 637K
—
ECD: Alessandra Muccillo
CD: Alexandre Stamm, Diego,Franco
ACD: JB Junior, Carol Freitas
AD: Guilherme Sato
CW: Lais Rodrigues, Karina Magiore
Full Credits
ECD: Alessandra Muccillo
CD: Alexandre Stamm, Diego,Franco
ACD: JB Junior, Carol Freitas
AD: Guilherme Sato
CW: Lais Rodrigues, Karina Magiore
Full Credits