The camera of the new Galaxy S9 arrived with the promise of being one of the best among smartphones in its category, with dual aperture that adapts to any light condition. The challenge was to prove that the pictures taken with the new camera were actually better.

The new Samsung Galaxy S9 hit the market with the best camera to take pictures in the dark.

To prove the quality of the new camera, we put the Galaxy S9 in the dark of the cinema. Without the audience’s awareness, pictures were taken with a Galaxy S9 during the session with the lights completely off. The picture was then revealed in real time on the big screen to everyone's surprise. And with a quality that no one expected.

The action took place between April 25 and 29, 2018, at Cinemark network in São Paulo. The “Cinema Selfie” campaign took hundreds of photos during the “Avengers: Infinity War” premiere, the year’s biggest blockbuster.

Through a super traditional media, we use the real conditions of the dark environment, and innovate in the way of communicating the public about a smartphone camera.

In other words, we turned a movie screen into a super-sized camera taking amazing pictures of the audience in the dark.

The campaign brought an innovative image for the Galaxy S9, which was Samsung's biggest launch in 2018. The idea caught the attention of the media and helped boost smartphone sales.

More than 480K people were impacted in the Cinemark theatres. The main target audience belonged to class A and B.