Fold and unfold
Things fold, pack or unfold in a precise, satisfying way.
- Difficulty
- Needs 3D or CGI
- Video length
- 6–12 s
- Brand cases
- 3, 2 with video
- Markets
- South Korea, United Kingdom
- Sources checked
- Nov 2026
What the format is
Packaging opens like origami, a city folds into a box, a product unfolds into a scene. The appeal is precision: every flap lands exactly where it should. It is satisfying-video logic applied to a product.
Beat by beat
- 1Closed form0–1 s
- 2Unfolding sequence1–4 s
- 3The world inside4–6 s
- 4Fold back or settle6–8 s
- 1. 0–1 s
Closed form
A clean, closed object, centred and still.
- 2. 1–4 s
Unfolding sequence
Flaps and panels open in rhythm, often in time with the sound.
- 3. 4–6 s
The world inside
The inside becomes a small scene, or the product itself.
- 4. 6–8 s
Fold back or settle
Fold back up, or hold on the final layout.
Why it works
- Precise motion is satisfying, and satisfying clips get rewatched.
- Folding shows structure naturally: what’s inside, how it opens, how compact it is.
- It turns unboxing, a tired category, into a visual moment.
How brands shot it
3 cases, 2 with the original video. The videos come from the brands’ own accounts or their agencies and play in the platform’s player.
Samsung
A 91 m x 5.5 m wraparound digital billboard at Seoul Station in which the Galaxy Z Fold7 is shown unfolding like a traditional Korean folding screen (byeongpung), with the Z Flip7 shown alongside minhwa folk-painting imagery and Galaxy AI features.
- Video
- YouTube, posted by 삼성전자 Samsung Electronics (brand account)
Trade pressRead the source: Hankyung
Samsung
UnFolding Piccadilly1.9M heads turnedFor the Galaxy Fold’s UK launch, Cheil made the Piccadilly Lights screen appear to bend and fold like the phone.
- Result
- The campaign turned 1.9 million heads in its first two weeks. According to the agency (Cheil UK).
- Searches for the Samsung Galaxy Fold in London rose by 1000%. According to the agency (Cheil UK).
- Made by
- Cheil UK
- Video
- Instagram, posted by @cheil_uk (agency account)
Trade pressRead the source: Cheil UK
No original video yet
Samsung
Two-day UK takeover of digital billboards (London Richmond and Canary Wharf, Manchester, Liverpool) with giant 3D phone models: the Fold5 unfolds into a big gaming screen with Raheem Sterling, while the Flip5 stands on its own with Fearne Cotton.
- Made by
- Iris Worldwide
Trade pressRead the source: Campaign Asia
Make it yours
- Retail
A shopping bag unfolds into the storefront of a new branch.
- Food & drink
A lunch box unfolds into a tiny picnic table setting.
- Tech
A phone box opens like a pop-up book onto the camera features.
Make your version
Type your product and get a storyboard of this format, with one prompt per beat, ready for a video generator.
Video generators handle this format well
Storyboard
- 1. 0–1 s
Closed form
Top-down shot of a closed paper package for your product, centred and still on a clean pastel tabletop.
- 2. 1–4 s
Unfolding sequence
Flaps and panels unfold in rhythm, like origami.
- 3. 4–6 s
The world inside
The inside becomes a small paper scene built around your product.
- 4. 6–8 s
Fold back or settle
Everything folds back up, or holds on the final layout with your product in the centre.
The whole video in one prompt
Enter your email to open the full prompt. We’ll also send you the weekly brief; unsubscribe any time.
The prompt also works in Kling, Veo, Seedance and other video generators.
Before you generate
- Upload a photo of your real product to the generator (image to video), so the packaging, logo and label stay right.
- Make a still frame first and animate only the one you like: video costs more.
- Label the result as AI-generated where the platform asks for it, and say it is CGI if it could pass for a real stunt.
- This is your own take on the format, not a copy of a brand’s ad. Leave out other brands’ logos, people and music.
How to produce it
Stop-motion with real paper or packaging works and looks charming. Fluid, impossible folds need 3D animation.
Seen a brand use this?
Send us the link. If it checks out, it goes into the library with credit to you.
Suggest a case