Role: Senior Art Director
Agency: Cheil Australia
Client: Samsung

The Challenge

Each year, Sydney hosts the Vivid festival of light and technology - one of the most visited and photographed events in Australia.

Unfortunately, it's hard to take a great photo at night; so most viewers are disappointed when they check their camera roll the following day.

The Solution

We created the Samsung Electric Playground; An adult playground that invited visitors to unleash their inner child and capture the best of Vivid through the Samsung Galaxy S10 - the most technologically advanced phone camera available.

The Samsung Electric Playground featured 7 activation zones - each concentrating on an individual S10 feature. Visitors were invited to test out the Ultra-Wide lens, Telephoto, Wide Angle and True-Eye camera, Instagram mode, Powershare and perhaps most important - Super Low Light mode.

The playground also featured an immersive studio experience where visitors could dive deeper with the Galaxy S10 and create personalised works of art - like using the heartbeat sensor to turn their heartbeats into a symphony of rhythmic, glittering light. They could also take a selfie of their iris; which turned the room into kaleidoscopic art.

We also created a special app that enabled visitors to easily take their Galaxy S10 photographs home with them and share them on social media using the hashtag #SamsungElectricPlayground.

The result

The Electric Playground was a huge success.

#1 Instagrammed branded activation at Vivid.

124% Increase of Galaxy S10 in sales.

670+ pieces of individual media coverage.

4.8K+ hashtags in duration of the festival.

300,000 visitors.

289,095 product interactions.