Creative Direction, UX/UI, Concept, Content Creation, Production Shoot, On-Device Experience

SAMSUNG: Z Flip6 & Z Fold6 Retail Mode

WELCOME TO THE FLIP SIDE

With every new Samsung device launch, shoppers seek out more information and education on what new, innovative features have been introduced. This on-device experience, called Retail Mode, drives the in-store shopper journey.

Samsung's foldable Z series phones have to be seen, touched and, well, folded to believe. Once in-store, shoppers will do just that. As they pick up the new Z Flip5 or Z Fold5, Samsung then has an audience who wants to learn more - if met with engaging, relevant content. The kicker from our research: shoppers aren't spending a long time in store, so we had to make the content short and snackable. 

Two people taking a selfie in front of colorful geometric background
A foldable smartphone on a wooden table capturing a video of a man and woman dancing in front of a colorful wall, with a red timer showing three seconds elapsed.
Close-up of a person in purple and gray clothing with a smartwatch and a smartphone. The smartphone shows an incoming call from Nicole.

From snackable content …


​The Z Flip5 and Z Fold5 both fold, but they are very different phones, each with unique audiences. We started by creating audience personas that would inform our concepting. And then brainstormed how each device would best come to life. 


After Samsung sign-off, we went to work casting, location scouting, shooting and editing to get to a final version everyone was ecstatic about. On set, we captured a mix of stills, 6-second videos and cinemagraphs to make each interaction fresh and exciting, while informing and educating simultaneously.

Person in a green top and cargo shorts holding a smartphone near their waistband.
A person holding a small digital camera, taking a selfie of two women smiling and posing together.
Smartphone open in a video call, showing a young man smiling and a young woman in a small inset, with a chat and emoji options visible on the screen, placed on a teal table with fabric and gold rings nearby.
  • Person with curly hair taking photos of a swimming pool with a smartphone
  • A man sitting on a wicker chair indoors, holding a smartphone with a scenic outdoor view on the screen. He is smiling, wearing wireless earbuds, a watch, and a brown shirt.
  • A woman with curly hair sitting at a marble table in a bright indoor space, writing in a notebook with a pen, with a mug and a small container on the table, and large green plants in the background.
  • Man in a suit sitting in the backseat of a car, playing a racing game on a smartphone, with the cityscape visible through the window at sunset.
Series of four images showing a foldable smartphone. The first image shows someone holding the phone in a compact form making a call. The second shows the phone with the screen displaying a text conversation. The third shows someone typing a reply on the phone's screen. The fourth shows the phone in a partially folded position with the screen displaying a YouTube app. Each image has a caption: 'Make and take calls,' 'Easily view texts,' 'Text back instantly,' and 'Watch what you want.'

To a swipeable experience.

While half the team was concepting, the other half were challenged with updating the UX/UI experience. Previous on-device versions weren't built for quick interactions or edge-to-edge content. We made the new Retail Mode sleek, swipeable and very Samsung.

From a user-tested design system to easy-to-navigate pagination and from short, sweet CTA-driven copy to fun bubble buttons, our Z Flip5 and Z Fold5 swipe story was the north star for all Retail Mode experiences - even for devices Cheil didn't work on. 

Two smartphones displaying promotional images for electronic devices, one showing a wearable watch and a smartphone, the other showing a foldable screen device by a swimming pool.
Laptop screen displaying a webpage with Samsung Galaxy Z Flip5 smartphones, featuring product images and details about the phone's design and features.

Explore More Work

Comic-style illustration of a woman with glasses casting fire from her hand, a man in a yellow jacket fighting debris, and a woman aiming a gun, with stormy clouds in the background.
A robot dressed as a soldier facing a line of identical robots in matching gear against a black background.
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