Samsung's launch of the Galaxy Z Fold7 was a masterclass in Disruptive OOH, using strategic, large-scale projections across New York City as part of a broader, high-impact media mix. At the center, we delivered a larger-than-life projection on the historic Domino Sugar Factory, which featured the Fold7’s key motions and placed the proverbial spotlight on the next phase of Galaxy AI.

The campaign stretched across SoHo and Downtown Manhattan with supporting projections that all pointed to Samsung’s Galaxy Experience Space in SoHo. The space gave the public hands-on access to the full Galaxy lineup, including the Fold7, Galaxy Buds, and Galaxy Watch.

The Domino projection wasn’t just about achieving scale, it was about putting innovation in direct dialogue with the past. Samsung leaned into the contrast, and by introducing the next-gen foldable on a century-old structure, they said more than any headline could.