Samsung Galaxy Z Fold8 Ultra

Samsung was launching the Galaxy Z Fold8 Ultra across the Netherlands and Belgium, and the brief came to me through their creator programme with GoSpooky. The ask was simple to say and hard to do: show what the phone is like in the hands of someone who films for a living. No demo, no voiceover, no feature list.

So the idea became a dare — left the camera at home. A day in Amsterdam with nothing in the bag, the phone doing the work, and me as the character walking through it. I storyboarded the whole thing before we shot a frame: twenty-four panels, each one timed to the second, so a twenty-second edit had somewhere to go.

The hook had to be built backwards. We filmed the Rijksmuseum first, exported a frame, turned it into a pencil sketch and loaded it back onto the Fold. That way, when the camera pushes into the drawing on the screen and cuts hard to the facade, it is the same building at the same angle — the match lands because the sketch came from the shot, not the other way round.

Three feed posts and three stories across the launch window. It opened with the unboxing — the box, the cutting mat, the first fold — and the Amsterdam film followed it. The stills that carry the end of that cut were shot on the phone itself, during the day, as we went.