Galaxy S8 Times Square Take Over

Client
Samsung
Role
Creative Director

For the launch of the Galaxy S8, Samsung wanted to show the boundless potential of a phone without edges, so we took the busiest place on earth and used it as the stage for a magical encounter between a diver and a whale. 

We synced more than 40 digital billboards over 5 city blocks and 12 vertical stories to create a seamless ocean environment for the whales to swim through for three full hours.  Awarded with a Bronze Lion in 2017.

On four main displays, the diver and the whale came together, highlighting the new phone’s form factor and our campaign line

Credits: Andy Bull / Design. Chris Knight / Creative director. James Dick / VFX Creative Direction