To introduce the Galaxy S25 Edge, Samsung teamed up with genre-defying music artist Doechii for a campaign equal parts surreal, stylish, and swampy. The crown jewel: a VIP concert at The Edge, the 1,131-foot-high observation deck in Hudson Yards, transformed into a “swamp in the sky” complete with jungle flora, fog, and the rapper’s beloved alligator sidekick, Coconut.
Yes, Coconut.
The launch campaign — created by BBH USA and brokered by UEG — kicked off with ads featuring Doechii reclining poolside in a printed bikini and headscarf, flaunting the new S25 Edge and a reptilian belt (with a vegan wink, of course). The ad? Wordless. The vibe? Pure Doechii. The brazen confidence of a woman and her alligator stealing the spotlight? Unmatched.
The Swamp Rises
Samsung turned the luxe venue into a humid fantasy land of Everglade excess. Guests arrived to find fog rolling through the skyline and ads already pulsing from subway platforms. The event straddled fashion week and fantasy cosplay — “casual chic” with a dose of sci-fi Bayou.
Attendees sipped themed cocktails as DJ Miss Milan spun high above Manhattan, and just after 8 p.m., Doechii descended towering LED-lit steps in a monochrome beige look with sock heels, rapping “Peanuts” with theatrical flair before gliding into Denial Is a River and Nissan Altima. Missing her chart-topper “Anxiety”? Sure. But this wasn’t about brooding—it was about flexing.
The Product Placement That Slays
At the center of it all was the Galaxy S25 Edge, Samsung’s sleekest, lightest device yet. Designed with on-the-go creators in mind (hello, Gen Z), the campaign positions the phone as an accessory of attitude, whether strapped to a belt or live-streaming from a fog-drenched skyscraper.
Doechii explained the collaboration as a way to inspire people to embrace their weird, creative selves:
“Music and fashion let me push boundaries. With this partnership, I want people to try something new—and trust their creative voice.”
Bottom Line
This wasn’t just a phone launch—it was a flex. Samsung and Doechii didn’t just introduce a product. They made a statement: Tech is fashion, the future is fearless, and yes, your plus-one can have scales.
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