Although hailed as the ‘next big thing’ in the world of consumer electronics, over the last few years, smartwatches have failed to establish themselves as a recognizable category. For Christmas 2016, Samsung wanted to introduce its new smartwatch -The Gear S3, in a way that people could relate, not only on a functional level, but on an emotional level too.

Not only were we challenged to launch the Gear S3 at the busiest time of year, Christmas, we needed to create an experience that showcased The Gear S3’s benefits in a beautiful and socially meaningful way.

The Gear S3 World Choir is the world’s first that stage to enable audiences to see how a choir feels inside as they sing. As choir members sang on the World Choir stage, Samsung Gear S3 watches on their wrists streamed their live biometric data to the screens below. We turned their collective heartrate, calories, movements and vocals into stunning real time graphics, demonstrating the watches capabilities to people in an enjoyable and effortless experience. By bringing to life the hidden data of singing, and not sports activity, we challenged the preconceptions of smartwatch data capabilities, making them relevant to a whole new audience.

8 digital screens wrapped around the Eros statue. 16 Gear S3 smartwatches linked choir members on top of the stage to a custom built system, hidden inside the structure. As each choir sang, Gear S3s sent their collective biometric data and their heart rate, calories, vocals and movements transformed into live data visualization.

Each piece of data was given its own visual treatment, iconic and quickly understood, but versatile enough for it to work when all streamed together. Different performances, resulted in a variety of data and unique visuals. Making no two performances alike, bringing audiences back to future performances.