Samsung Galaxy S25 Launch • A Hologram Experience Revealing a Galaxy of Wonder

Samsung, a globally recognized leader in technology and innovation, is renowned for its cutting-edge consumer electronics. Ahead of the highly anticipated launch of the new Galaxy S25 device, Samsung tasked us with creating a tease campaign designed to spark intrigue and fuel social conversation. Our brief was to build excitement and highlight the promise of Galaxy AI—without revealing the device itself or its specific features. With a stunning hologram animation suspended in the London sky as its centerpiece, the campaign evoked the wonder of Galaxy AI and showcased Samsung’s commitment to incredible innovation, all while keeping the details under wraps.

We built a hologram by leveraging cutting-edge holographic LED grid technology to create an ultra-thin, high-transparency display that delivers spectacular 3D visuals. Unlike conventional LED panels, our innovative grid design was lightweight, flexible and nearly invisible, allowing video content to appear three-dimensional from multiple angles. By connecting power and signal components externally through cords, the screen maintained its transparency and sleek aesthetic.

To ignite curiosity and build anticipation ahead of the Galaxy S25 Unpacked event, we launched a multi-channel tease campaign that unfolded in stages. The journey began with virtual out-of-home (FOOH) content, created in collaboration with local creators and polished by our post-production team. These visually striking pieces depicted the hologram activation in iconic urban settings around the world—including Seoul, Sydney and Istanbul—sparking conversation and excitement across global audiences.

This momentum led up to the campaign’s centerpiece: the real-world hologram activation in London, captured in a hero film and a series of cutdowns that fueled even more anticipation for Unpacked and the Galaxy S25 reveal. Working files were shared with Samsung’s regional teams, enabling localized adaptations and maximizing global impact. 

The campaign achieved remarkable results, solidifying Samsung's reputation as a leader in innovation and creativity. The FOOH content garnered an impressive 4.9 million views on the @samsungmobile Instagram account, while the hero film captivated audiences, drawing 108 million views on the same platform and an additional 20 million views on Samsung’s YouTube channel. This multi-channel success not only amplified awareness of the groundbreaking Galaxy S25 and its revolutionary AI but also reinforced Samsung’s commitment to pushing technological boundaries. The campaign’s global reach and engagement left a lasting impression on consumers, setting a new benchmark for creative technology storytelling.