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.

For over a century, Pilsen has been synonymous with Medellín’s local pride and quality brewing. As the city’s only major stadium became increasingly damaged by a surge of international concerts, the very heart of Medellín’s football culture was threatened. With frustrated fans and declining brand health, Pilsen sought to reconnect with a younger audience and reaffirm its value beyond traditional sponsorship. The solution: transforming Pilsen’s own beer ingredients into a scientific brand innovation that regenerated the stadium’s field, turning the brand into a cultural problem-solver at the city’s most emotional crossroads through a bold brand activation.

Our journey began with an insight: fans no longer responded to conventional sponsorships. Rather, they wanted tangible proof of a brand’s quality and commitment. So, the brand spent 10 months in research and development, including five months of greenhouse trials and five months of real-world testing, to help Pilsen find a way to restore the stadium field. Those efforts finally paid off when the Pilsen team, in partnership with stadium operators and football clubs, scientifically validated that a 2% dilution of the Pilsen natural ingredients—rich in yeast, barley and hop residues—could act as a natural bio-stimulant to accelerate turf recovery and reduce chemical fertilizer use by 50%. This approach showcased Pilsen’s commitment to consumer engagement strategy by delivering real, visible value to the community.

After successfully integrating the formula into the stadium’s irrigation system, the pitch withstood the strain of five major concerts and 57 football matches without serious damage. Only then did Pilsen unveil its contribution through a multi-channel campaign, including stadium signage, PR, social media, and broadcast integrations. This reveal was timed perfectly with key cultural moments—like a Copa Libertadores match and a Shakira concert—ensuring the story resonated powerfully with fans and media alike. The campaign became a standout example of brand activation and culture marketing in the sports and entertainment space.

The impact was immediate and transformative. Pilsen was credited by fans, media and clubs for saving Medellín’s football season, elevating the brand from a sponsor to a cultural champion. The success is now inspiring expansion across other Latin American markets, proving that authentic, innovative action and meaningful culture marketing can reignite love for a brand and deliver lasting societal value through next-level brand innovation.