Samsung is redefining mobile innovation with the launch of its new Galaxy S25 Edge smartphone, introduced through an imaginative campaign starring Grammy-winning artist Doechii and her albino alligator, Coco. Developed in partnership with BBH USA and directed by C Prinz, the campaign offers an intimate glimpse into a lighthearted day in the life of Doechii, seamlessly blending her creative world with Samsung’s cutting-edge technology.
The Galaxy S25 Edge is designed to push the boundaries of portability and power. In the campaign, Doechii—renowned for her vibrant personality and boundary-breaking artistry—demonstrates how the phone’s ultra-slim design fits perfectly into her busy lifestyle. Whether it’s slipping into her faux alligator belt or dangling from her car’s rearview mirror, the Galaxy S25 Edge proves itself as a natural extension of Doechii’s style and energy.
Shot over just 10 days, the campaign captures Doechii and Coco as they enjoy a rare day off, highlighting the phone’s sleekness and the innovative features that support them at every turn. The dynamic visuals are set to air on connected TV, online video, and social media channels through the end of June.
“Music and fashion are some of my favourite creative outlets because they let me push boundaries and express myself in a way that feels authentic,” said Doechii. “With this partnership, I want to encourage people to have fun, try something new, and know that the creative voice inside them is valid and something to lean into.”
To celebrate the launch, Samsung is hosting a special event at Edge NYC in Hudson Yards on May 30th. The evening promises an immersive experience featuring a ‘swamp in the sky’ and a Gemini AI-powered bar. Doechii will headline the event with an exclusive performance, sharing the stage with 40 performing arts students she personally invited. Fans worldwide can tune in to a live stream on YouTube beginning at 8 PM.
With the Galaxy S25 Edge, Samsung once again raises the bar for mobile technology, capturing the spirit of freedom and creativity that defines today’s most inspiring voices.
