Change is scary. Even when, deep down, we know it’s what we want. And switching from iPhone to Samsung is no different. It’s probably how it feels when you try to divorce your wife of 16 years because you met a woman named Brenda at your Tuesday bowls club. The more you try not to think about her graceful bowling technique and toothy smile, the more it haunts you. Like trying to drown an inflatable flamingo.

I digress.

The point is, switching to Samsung is a complex affair for a loyal iPhoner. It’s not just changing phones - it’s leaving a cult.

Thankfully, unlike the iPhone, Samsung has been making actual leaps in technology. And the first time you lay eyes on the Galaxy Z Flip, it does something to your brain.

So, knowing the psychological barriers to switching, we used the only genre fit for the task: a psychological thriller. We followed our protagonist, an iPhone loyalist, as she’s drawn to the Flip side. Because once you see true innovation, you can’t unsee it.

Alongside our big film, shown on the biggest screens available, we also filled the tiny screens with social ads—directed by Ceci and me—showcasing all of the Flip’s moves and further planting the Flip deep into people’s minds (👇).

And, of course, we released the campaign just in time for Apple’s big announcement… of yet another identical iPhone.