Samsung briefed us to create desire for the Samsung GALAXY Note II, a 5” phone that is differentiated from the rest of the smartphone market because of its size and the S Pen.

We identified a specific audience of tech trend-setters who would be excited about the creative possibilities that the phone features allow. The challenge is that this audience tends to reject traditional marketing messages.

We were talking to an informed and technology savvy audience, a group that researches everything and pores over all the smallest details. One that feels like it knows everything that a piece of technology is capable of.

To stand out in this market we had to not only invent a campaign but also invent a new technology. To showcase that with the power of this phone we can go beyond the expected, that the Samsung GALAXY Note II is a powerhouse of technological innovation even beyond the specifications on the box.

We did something that seems impossible, we drew on water.

Liquid Pixels. Hundreds of remote controlled pumps independently controlled by the Samsung GALAXY Note II. Over 1000 lines of code created to give complete control over the water through the power of the S-Pen.

A completely new display technology all controlled from a mobile phone. The creative film captures this story and follows Daniel Kupfer, an influential creative technologist, and how he uses Samsung technology to make this vision come to life.

Liquid Pixels represents the marriage of creativity and technology that is central to the global campaign idea for Note II of ‘Be Creative’.

The creativity of the resulting film is borne out by the reception it had from the marketing averse audience that we were trying to engage. They both watched and shared the film.

The film was picked up and covered by mainstream media such as The Mail Online, tech focused blogs such as Crenk and Blending the Mix and creative press such as HelloYouCreatives. As a result the campaign delivered far beyond its initial projection.

Liquid Pixels has now been viewed more than 600,000 times and counting.

The execution was founded in a bold vision; that we could create a new technology, Liquid Pixels, which allowed Samsung smartphone users to write on water. As an art installation it wowed all those who interacted with it.

Through that interaction it showcased the unique advantages of the Note II and S Pen, differentiating the product from competitors.

Liquid Pixels represents the marriage of creativity and technology that is central to the DNA of Samsung’s products and the global campaign idea for Note II of ‘Be Creative’.

We created a brand new way to communicate in just 10 days.

The creativity of the resulting film is borne out by the reception it had from the marketing averse audience that we were trying to engage. They both watched and shared the film.

The film was picked up and covered by mainstream media such as The Mail Online, tech focused blogs such as Crenk and Blending the Mix and creative press such as HelloYouCreatives. As a result the campaign delivered far beyond its initial projection.

Liquid Pixels has now been viewed more than 600,000 times and counting.