GALAXY Z FOLD8 x SPIDER-MAN: BRAND NEW DAY | SAMSUNG
Director, Creative Director, Writer
CREDITS
MOCEAN TEAM
Greg Harrison, CCO
Ryan Bucci, Head of Creative
Chris Bailey, Creative Director/Writer/Designer
Olivia York, Creative Director/Writer
Theresa Alexandria, Supervising Producer
Alix Todd, Post Producer
Rashawn Colton, Producer
Ayda Tahmasbi, Producer
Rosanne Ramos, SVP Brand Accounts
Ashley Su, Account Director
Steve Forton, Strategy
Angela King, Sr. Art Director
Wing Lam, Designer/Motion
Adam Fram, Motion Designer
Federico Reinfeld, Designer/Motion
Joe Denk, Creative Director, AV Social
Tristan Keller-Fin, Editor
Kevin Frederickson, Editor
Spencer Ward-Bown, Editor
Olivia Poole, Creative Coordinator
PRODUCTION TEAM
Olivia York, Director/On-set Creative Director
Chris Bailey, On-set Creative Director
Theresa Alexandria, Supervising Producer
Austin Sepulveda, Producer
Joby Stephens, Producer, U.K.
Michela Testa, Associate Producer, U.K.
Ben Kent, Director of Photography/Cinematographer, U.K.
Matthew Jackson, Cinematographer, U.K.
Ernest Tu, AC, U.K.
Rory Mulvey, Photographer, U.K.
Ed Bullman, Sound Recordist, U.K.
Debora Bruno, Production Assistant, U.K.
Felix Coles, Art Standby, U.K.
SAMSUNG TEAM
Keena Grigsby, VP CMO Marketing
Chris Parson, Head of Creative
Linsey Parks, Director/Creative
Collin Dunneback, Project Manager/Social
Chris Swinson, Creative Director/Social
Molly Grummun, Director/Project Management
Katherine Rodriguez, Manager/Project Manager
Amie Brooks, Senior Manager/Organic Social
How it went down
Pre-Tease: When Ned debuted his Spidey Tracker online, our Ned Talk post made Samsung his official "sponsor." We extended the tracker with Spidey sightings on Samsung security cams, added webs across their social profiles, and hid the phone reveal date inside a Big Ben post.
Tease: We posted a glimpse of Spidey reaching for a device nobody could quite see, then shots of Galaxy phones webbed to London statues for fans and the tech press to dissect.
Reveal: Our Spidey Was Here content played on Ned's screen live at Galaxy Unpacked, and our Summer’s Best Drop post flipped conversation into pre-orders.
Post-launch: Our BTS series went behind the brand film's story, and our Galaxy News 8 series, with comedic influencer Haley Baylee, kept the Spidey world alive.
The Result: Phone pre-orders broke Samsung’s all-time record with 5.2M units globally—the most successful foldable pre-sale ever. Demand so outran supply, Samsung moved deliveries to October and rushed 1M more units into production.
From building anticipation to driving conversation, we crafted a campaign that audiences engaged with as an extension of the film's story, becoming a cultural moment that built awareness, brand affinity and, ultimately, the intent to buy.
