Client: Vogue / Samsung
Agency: Condé Nast
Production Company: FutureDeluxe
Awards: Native Advertising Awards Gold, Best Interactive Campaign
Step up to a giant LED screen, raise your hand, and paint with sequins, knitted hoops, and flowers. The Movement of Design was a two-day pop-up in SoHo for New York Fashion Week 2024, launching the Galaxy Z Fold6 and Z Flip6.
Together with Condé Nast and designer Colin LoCascio, we turned his playful style into more than ten generative brushes, each based on a signature motif from his collections, with a live soundtrack that responded to every stroke. Each guest got their own colour palette sampled from Colin’s catalogue, so no two pieces came out the same. Over 1,500 guests then used their artwork as the backdrop for a selfie, and were invited to explore the latest Galaxy AI features on the devices.
As lead producer, I ran production from start to finish, including art direction, sound design, development, QA, and the technical install in New York. Our team was spread across Europe while the client was in New York and new to this kind of project, so I kept them close to the work throughout, sharing brush tests and builds early and walking them through what to expect at each stage.
The two things that we couldn’t compromise on were tracking that felt effortless from the moment someone raised a hand, and brushes that looked unmistakably like Colin’s work.
On site, we worked closely with local AV and production partners to get the screens and tracking tuned for two full days of non-stop guests, and to make sure the install went without a hitch. We also QA’d a fleet of devices, including backups, so guests’ images could flow seamlessly from the booths to the demo devices in the main space.