Join the flip side
A look behind the scenes of the "6-hour flip mission" at BTS Siam station. This fast-paced video showcases the overnight transformation of a major transit hub into the "Samsung Galaxy Station", marking the first time a full-station takeover of this scale has been launched in Thailand. Designed to capture Gen Z right at the heart of their daily journey, the immersive takeover turned a routine commute into a massive interactive experience for the Samsung Galaxy Z Flip5 and Z Fold5, complete with fully wrapped train cars and station-wide digital displays.
Art Direction, Out of home
To capture the attention of Gen Z on their daily journey, the art direction rooted itself in tactile, high-concept design. The campaign reimagined BTS Siam's layout through the lens of papercraft and folded paper art, mirroring the physical functionality of the Galaxy Z Flip5 and Z Fold5. By transforming flat transit surfaces into dynamic, folded architectural structures, the station became a massive, physical expression of the "Join the Flip Side" philosophy.
