Concept, Interactive, Installation
Futuristic breakdancing experience
We had the pleasure of working with Samsung on a thrilling new experience to support the Galaxy products programming at their premier showcase event, Mobile World Congress in Barcelona, Spain.
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 connected Galaxy product offerings of their new flagship smartwatch, the Galaxy Watch Active, paired with the new Galaxy S10 smartphone, which was aimed at the fitness and active lifestyle demographic.
Part of the magic was a custom software we designed for gamify-ing an interactive LED floor, that was step sensitive synced up with a giant LED screen standing up in front of it. We hired a breakdancer to lay down some moves – and using the floor as the input device for recording the moves, we then fed these moves into our code, 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 sound company AntFood crafted with us.
They called it the happy machine because each participant would smile the entire time they were doing the experience.