Samsung Galaxy Games

To launch the Galaxy Z Flip6 and Fold6, we transformed product storytelling into play — creating Galaxy Games, a social-first variety game show that brought Samsung’s latest foldables and Galaxy AI features to life through entertainment.

As creative lead, I conceptualized and directed the social media campaign narrative, turning traditional feature demos into high-energy, shareable moments that blurred the line between tech and culture.

The campaign revolved around four KOLs — diverse personalities from fitness, music, and gaming — competing in a futuristic “Galaxy Gym.” Each episode challenged them to complete tasks powered by Galaxy AI, from Live Translate and Dual Screen Interpreter, to FlexZoom, Circle to Search, and Writing Composer. Every challenge was designed to showcase a real-life use case in a playful, relatable way.

We rolled out the campaign in four phases:

• Teasers built intrigue through cryptic “Galaxy workouts” and colour-coded easter eggs.

• Livestreams connected fans with KOLs in real-time, amplifying buzz.

• Pre-Game Prep introduced AI features through day-in-the-life storytelling.

• The Games became the main event — an episodic competition designed for maximum engagement across Instagram, TikTok, and YouTube Shorts.

The result was a campaign that didn’t just talk about AI — it made audiences feel its possibilities through laughter, rivalry, and discovery. Galaxy Games proved that innovation can be both entertaining and human, reminding fans that the future of technology is also the future of fun.