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.

The official launch took place in the biggest way imaginable: A massive, life-sized blue whale swimming through Times Square. We 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.

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

Awards: D&AD Pencil / Cannes Lions Bronze
Agency: R/GA New York
Medium: Digital screens and billboards, Times Square New York
Role: Creative Director Samsung Mobile North America