The collaboration between Samsung Electronics and the global pop music artist BTS continues as Samsung is promoting its new foldable devices unveiled at its biannual Galaxy Unpacked event, where Samsung revealed its latest innovations and initiatives, on August 10th. 

As part of its global activation, Samsung launched an hour-long takeover of the world’s iconic screens in popular districts including 15 digital billboards across New York's Times Square, one at Piccadilly Circus and 46 bus shelter screens across Oxford Street in London. 

Developed and created by Cheil Worldwide, the video featuring BTS 'Yet to Come' provides fan experience in a first-person view as people will discover new ways to do more of the things they love with the new foldable. 

In the film, while we listen to the BTS' song 'Yet to Come' with Galaxy Z Flip4, the members of BTS suddenly appear and lead us out of the room. Following them, the desert world that is set in the song's official music video unfolds in front of us. As the shot pulls outward, the scene changes from the world of BTS to a Galaxy Z Flip4 screen. 

The out-of-home takeover continued at Coex K-Pop Square in Seoul and Tokyo’s main streets on August 13th. For those who were not in the area, the takeover can be seen on Samsung's social channels.