The phone became
the spray can.

Samsung at the Winter Olympics, in partnership with Cheil. We built custom graffiti spray cans using the Samsung Galaxy Z Flip 7 — the phone was the controller. Every colour, every cap, every stroke ran through the device being celebrated.

Displays ran at the Athlete's Village in Milan, the Athlete's Village in Cortina, and at Triennale in Milan. Over the course of the games, dozens of Olympic athletes interacted with the wall — competitors signing their names, friends painting alongside them, the kind of moments that aren't easy to plan and that's exactly the point.