Art of Fitness
Concept, Interactive, Installation
Real-time generative artworks
Samsung reached out to Little Red Robot with the 2019 global Galaxy experiences RFP. They wanted to create extended reality experiences that would be entertaining as well as powerful for marketing new Galaxy products.
Little Red Robot was invited to become the global experiential agency tasked with marketing the Galaxy Watch Active, a product aimed at fitness and active lifestyles. And for this set of activations the focus also need to be woven into the bigger story of how this device was part of the Galaxy connected lifestyle when paired with the other major announcement, the release of the 10th generation of Galaxy phones, the Galaxy S10. The biggest obstacle, aside from not having the top secret pre-consumer-release devices to engineer our solution on until the last minute, was more existential. How could we market fitness and activeness to audiences arriving in their street clothes at retail locations, events and pop-ups!
This activation was also featured for 8 months with a prominent installation inside The Samsung Experience Center, Samsung 837, located in the meatpacking district of NYC.