Concept, Interactive, Installation
Futuristic breakdancing experience
We had the pleasure of working with Samsung on a thrilling new experience to support the Galaxy programming at their premier showcase event, Mobile World Congress in Barcelona, Spain. The product we were asked to market here was the Galaxy Watch Active.
A fundamental challenge was how to connect with consumers in a huge event with experiences being thrown at them by all the top companies in the world. How could we market both an WOWing experience, that also cleverly marketed Samsung’s only smartwatch offering that was coming to market this year, which was aimed at the fitness and active lifestyle demographic.
We got our hands on an interactive LED floor, that was step sensitive, and hired a breakdancer to lay down some moves. Using the floor as the input device for recording the moves, we then fed these moves into our custom software, and then programmed a futuristic interface for the breakdancing challenge game.
The best part was as participants interacted with the breakin’ moves they unlocked new beats and created their own remix of the interactive future-retro hip-hop music our friends at AntFood crafted with us.
They called it the happy machine because each participant would smile the entire time they were doing the experience.