Galaxy S8: Times Square Takeover

Samsung

01/

The Challenge

The launch of the Galaxy S8 came at a crucial time for Samsung. The recent recall of the Note 7 had done serious damage to their reputation, fan base, and stock price. The stakes were high, and they needed a hit.

 

At the same time, peoples’ relationships with their devices are changing. There’s a growing sense that our technology should work for and adapt to us, not the other way around. And the Galaxy S8 is designed to do just that – every aspect of the new phone is built to feel more natural and behave more intuitively. After months of conversations about batteries, factories, and suppliers, it was a message our audience was more than ready to hear.

02/

The Story

The new Galaxy S8 has the world’s first Infinity Screen – an expansive display that stretches all the way to the edges of the device and makes everything feel more immersive.

 

To capture this feeling, the launch campaign features a series of tranquil nature scenes that begin within the confines of a traditional phone screen, but then break free from these barriers. As each scene fills the frame, the edges of the Galaxy S8 become almost invisible, allowing the content to take center stage and showing just how immersive the Infinity Screen can be.

 

The official launch took place in the biggest way imaginable: A massive, life-sized blue whale swimming through Times Square. R/GA synchronized 45 different billboards to create a single, connected experience that immersed everyone who witnessed it, as the whale moved seamlessly from screen to screen to screen.

 

R/GA also developed a series of TV spots focused on the new device and all the new things it makes possible. Taking inspiration from the infinity screen, we used an “infinite zoom” technique that immersed viewers in the Galaxy S8, plunging them deeper and deeper into every scene as we demonstrated the features of the new phone. The new Galaxy S8 has the world’s first Infinity Screen – an expansive display that stretches all the way to the edges of the device and makes everything feel more immersive.

"The display is as close to perfection as I've ever seen."
- Forbes
https://resized.space.rga.com/image/upload/c_fill,fl_progressive,q_auto:low,fl_lossy,f_auto,h_700,w_1920/v1496177492/production/file-592ddb5489028dd80e2b2f0a

Awards

Bronze, Design: Design Craft: Video / Moving Images
Bronze, Design: Design Craft: Video / Moving Images
Bronze, Design: Motion Graphics - Animation
Bronze, Design: Motion Graphics - Animation

R/GA Offices

Office
Collaborations
New York
United States