Reaching the right audience, at the right time
Samsung Ads wanted a partner to push the limits of possibility for a live activation, and to stand out in the highly competitive Ad Week landscape. The task at hand was to reimagine a traditional keynote for the ads platform into a faster-paced, fully-immersive experience that packed a real engagement punch for advertisers and media exploring the space.
What we did:
Content Strategy
Product Positioning
Film & Production
Animated Video & Motion
Environment Design
Content Marketing
Storyboarding & Scripting
Services Offered:
Strategy
Content Strategy
Product Positioning
Creative
Film & Production
Animated Video & Motion
Technology
Environment Design
Content
Content Marketing
Storyboarding & Scripting
A perfect partnership
Intrigued by our strong video capabilities, paired with our technical proficiency making the most of massive screens in complex venues (like their 3-story Samsung 837 exhibition space), and our intimate knowledge of the product (from prior collaborations), Samsung Ads knew Modicum would be the perfect partner for their project.
The concept
First, we scouted the space – including the brand new Samsung Smart Home installation – by mapping and plotting ways to unify the various elements of the venue. We conceptualized an immersive video experience of family members interacting with content in different ways, depending on device, room, or time of day. To tie the various components of the story together, we introduced a recurring visual theme of integrated clusters and connectors to represent interactions between people and content.
Hands-on production
From storyboarding and location scouting, through spatial planning, shot lists, and nonstop coordination of more than two weeks of interviews with stakeholders, clients, and industry leaders across the country, we worked collaboratively with Samsung Ads to produce an integrated live experience that took full advantage of the Samsung 837 space and activated flawlessly.
Live and in action
Our on-site team took over the three-story superscreen, leveraging two smaller screens on each floor to fully surround the audience with a whirlwind of dynamic animations. We also used carefully timed audio and lighting effects to create a multi-sensory experience that reverberated through the entire space.
“I just wanted to thank you for being incredible partners. Since our first brainstorm session to last night’s epic debut, your professional yet personable and passionate attitude is what really made it a pleasure to work with you all.”
Cathy Oh, Head of Marketing & Analytics, Samsung Ads
A major win
On top of the live activation, we delivered added value by transforming key moments of the video into a compelling social campaign. Ultimately, the message echoed beyond the space to create the effective media moment Samsung Ads needed to expand global brand awareness and market reach. Samsung Ads continues to rely on Modicum for creative and strategic expertise with countless projects each year.
