Samsung #MakeNightsEpic

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Samsung #MakeNightsEpic
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Client: Samsung electronics Switzerland GmbH

Location: Blue Velver Projects

Date: April 2022

Duration: 2 days

services
  • Services
  • Event Concept & Creative Direction
  • Budgeting & Production
  • Sponsor & Artist Management
  • Influencer Marketing
  • Invitation Management
SUMMARY

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THE MISSION

Samsung Switzerland tasked us with creating an immersive event experience to generate buzz and content around the new Galaxy S22 Ultra phone's Nightography capabilities. The goal was to capture the attention of creative Gen Z and millennial audiences and trigger their interest to try out the S22 Ultra's advanced night photography features.

THE IMPACT

The #MakeNightsEpic event generated impressive results that conveyed the Galaxy S22 Ultra's innovative camera skills.

  • 30 influencers generated 6.62M social media impressions with 26 posts and 134 stories (Instagram, TikTok)
  • Earned media coverage in 2 major print outlets
  • Allowed content creators to experience the S22 Ultra's impressive low-light photography capabilities hands-on through interactive art

THE OUTCOME

To achieve the goals, we designed and executed a two-day experiential event focused on interactive light art. The event included:

  • The event included 7 custom-designed immersive light art experiences.
  • We distributed 80+ Galaxy S22 Ultra phones into attendees' hands to touch, feel, experience its capabilities, and create authentic content
  • We brought renowned Swiss digital artist Johannes Gees for a live NFT laser performance and robotics from creative duo AATB.

Services

  • Event Concept & Creative Direction
  • Budgeting & Production
  • Sponsor & Artist Management
  • Influencer Marketing
  • Invitation Management

Awards

  • Event Concept & Creative Direction
  • Budgeting & Production
  • Sponsor & Artist Management
  • Influencer Marketing
  • Invitation Management

Press

  • Event Concept & Creative Direction
  • Budgeting & Production
  • Sponsor & Artist Management
  • Influencer Marketing
  • Invitation Management

THE STORY

Samsung Switzerland wanted an experience to generate buzz around the Galaxy S22 Ultra’s Nightography capabilities.
Samsung Switzerland approached our team to design an experience that would showcase the phone’s advanced Nightography capabilities. Their goal was to generate buzz, content, and awareness among creative audiences like designers, artists, influencers, and photographers. With the S22 Ultra's low-light optimized camera sensors and intelligent processing, Samsung wanted to highlight that users could capture stunning photos and videos in any lighting conditions. Our challenge was bringing these features to life through an immersive event tailored to creative Gen Z and millennial audiences. We wanted to make art and creative expression the hero, with the phone serving as the toolkit to capture it.

Our event brief outlined robust goals - capture creative audiences’ attention and trigger their interest to try the flagship phone’s photography features through shareable social content. To achieve this, we knew experiences must empower guests to generate their own photos and videos. They needed to be social-friendly and inspire attendees to play with the S22 camera. Planning such an ambitious event brought obstacles. The logistics of multiple interactive projections were complex. And conveying engaging moments virtually added a layer. The exhibit’s variety kept guests hooked as they uncovered new creative possibilities with the S22 Ultra. The event featured 7 unique installations;

Light-mapping Entrance Hall

creative direction & production Villa Nomad

This installation welcomed guests with an immersive light-mapped reveal. As attendees climbed the grand staircase, Samsung's signature vertical screen saver illuminated the staircase. The entrance hall was transformed by architectural projection mapping that mirrored the phone's familiar display. But the large-scale vertical orientation as people ascended gave it an awe-inspiring twist. This visual introduction hinted at the creative camera capabilities guests could expect to explore inside. The projected graphics served as a bridge between Samsung's product design and the event's interactive art focus. By remixing a classic phone screen, the Light-mapping Entrance Hall primed attendees for an experience that would blend technology with culture and creativity. The projections set the tone while paying homage to the brand guests had come to engage with.

Light Shadow Wall

creative direction & production Villa Nomad

The Light Shadow Wall offered a collaborative, mesmerizing light experience. This interactive installation featured white and light-colored walls illuminated by dynamic lighting effects. As participants moved closer and farther from the light source, their shadows danced across the walls in shifting shapes and sizes. The monochrome, sculptural quality of the shadows came to life through movement and interaction. Groups could work together to create shadow art compositions. Their dance movements and poses generated vibrant, larger-than-life shadows for TikTok-worthy videos. The simplicity of the concept masked an alluring interplay of distance, body, and light. This hands-on experience let guests experiment with visual perspective while capturing shareable content with the Galaxy S22 Ultra. The Light Shadow Wall brought out people’s playful creativity through an entrancing light effect.

Light Painting Robot

creative direction & production AATB

The Light Painting Robot offered guests a mesmerizing portrait experience. Participants could sit for a robotic artist programmed to create magical light drawings around them. Their phone captured the experience on a tripod, while a mirror let participants watch the robot at work. At the end, guests saw the final portrait come to life, with their silhouette surrounded by a unique light painting drawn just for them. The robot also created light art without a human subject. Guests could choose shapes, text, and colors on a tablet that the robot would draw in thin air. The phone documented the dynamic light painting taking form, turning the immersive experience into a personalized photographic artwork. Through this robotic light art, attendees got hands-on with the S22 Ultra’s camera while being transported into a dazzling creative process they could take home.

NFT Laser Projection

commissioned art piece by Johannes Gees

This mesmerizing installation brought blockchain art to life through a large-scale NFT projection. The piece, titled Kleee02, was created by Swiss artists Kelian Maissen and Johannes Gees. It took inspiration from Paul Klee's quote "A line is a dot that goes for a walk. After sunset, Samsung announced the on-site artist Johannes Gees, who revealed Kleee02 by projecting it on the building's exterior. From inside, guests could view the swirling projection through a large window. Outside, the public could also see the NFT artwork beaming on the terrace and walls. The laser projection started as a single dot rapidly moving to "draw" abstract shapes and lines. By capturing the installation with long-exposure photography, attendees created flowing compositions as the laser dot traced its path. This digital art experience collided blockchain technology, generative art, and traditional projection mapping. It highlighted the Galaxy S22 Ultra's low-light capabilities while letting guests interact with an NFT in a physical way. The public installation created shareable moments that combined tech innovation and cultural art.

Mirror Art Room

creative direction & production Villa Nomad

The Mirror Art Room transformed a simple concept into an alluring interactive experience. The dimly lit space was filled with tropical plants, flowers, and neon lighting. Mirrored walls created the illusion of an infinite garden. Guests could wander through the reflections, discovering unique perspectives and dimensional tricks. Vibrant blooms and lush greenery offered eye-catching subjects for macros and artful selfies. The interplay of mirrors and floral motifs inspired creative photography and videography. With the phones, attendees played with point of view and repetition. They honed floral photography skills while snapping inventive selfies. The Mirror Art Room brought out artistic inspiration through a surreal botanical environment.

Freestyle Exhibition

creative direction & production Villa Nomad

Each compact Samsung Freestyle projector showcased photos and videos attendees had just captured with the Galaxy S22 Ultra. The images beamed next to each other onto the raw concrete ceiling, creating an industrial mosaic of content. From the white side walls, guests could view others' creations above them. The unconventional sideways perspective brought a creative edge, while the multiple visuals paid homage to projection mapping. Participants could interact with the experience by taking selfies with the projected gallery as a backdrop. Their own event content might soon join the exhibit. The Freestyle Exhibition enabled attendees to instantly view and appreciate each other's work.

Neon Light Tunnel

creative direction & production Villa Nomad

The Neon Light Tunnel provided an Instagrammable gateway experience just before entering the main space. Guests could step into a corridor lined with flashing white neon tubes. 28 two-meter lights pulsed rhythmically, washing attendees in cascading effects. The angled tunnel created depth, drawing people in. Samsung's logo graced the left wall, ensuring the brand would be captured in content created in this share-worthy space. This glowing entrance primed participants for content creation while wowing them with a retro-futuristic vibe. The pulsing lights kicked off the experience with photogenic flair. The Neon Light Tunnel delivered an eye-catching transition into the main event space that danced on the line between art installation and social media candy.

Each installation encouraged hands-on experimentation, providing a slightly different take on light to inspire content creation. This variety ensured every guest would find a favourite spot for generating shareable moments. It allowed people to not only create, but also have fun and engage on a deeper level. An exhibition after all should entertain as much as educate. Ultimately, the range of interactive elements aimed to ensure people had an enjoyable, authentic brand experience with Samsung that left a lasting positive impression. The brand activation achieved outstanding results. Over 6 million social impressions and glowing press coverage conveyed the buzz we set out to create. By designing for shareable moments, we empowered guests to spread brand awareness. Samsung gained glowing exposure while attendees explored creative boundaries. When culture, experience and technology converge, it inspires viral conversation. The event delivered on our initial goals and then some.
Most of all, the #MakeNightsEpic exhibit created shareable memories that showcased the Galaxy S22 Ultra’s impressive camera capabilities. It brought Nightography to life through playful art and hands-on engagement that drove real excitement and buzz.

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