Younger consumers in Germany show a clear preference for iPhone, whilst Android is associated with older users and is seen as less innovative and desirable as a result. This campaign showcased Foldable phones as a premium, innovative, multi-OEM category exclusive to Android and highlighted how the form factor has a benefit in consumers' everyday lives.

As Design Director I crafted the vision of how to roll out the creative concept across film, activation and OOH. While also translating the new brand world into a design system for Android's first sole campaign around foldable phones.