In one of the busiest, noisiest places on Earth, we wanted to break through not by trying to out-shout our competitors, but by going simpler, quieter and bigger. We wanted to create a transporting experience about getting closer to nature and having a once-in-a-lifetime encounter there. Times Square would become a limitless underwater expanse, and we’d show the story of a diver swimming through that world. Then, suddenly, seemingly from nowhere, a whale would interrupt his dive and expand his world.

The campaign as a whole was about incredible nature-inspired visuals that extended beyond the limits of an ordinary screen, so we wanted our creative to reinforce that. The appearance of the whale prompted the diver to push beyond the implied limits of the screen and go off exploring the underwater world.

The scale of Times Square’s boards is nothing short of arresting. We wanted to keep our story simple and clear to make that scale have even more power.

We chose 4 key boards throughout the square to have the whale and diver meet, and we orchestrated the animation around the best composition of whale, diver and branding for those boards. Between those compositions, we worked to give the whale and diver the most dynamic movements through the boards and allow them to seek each other out over and again through the sequence.

The water’s colors were designed to correspond to the three shades of Samsung’s blue, and branding elements were intentionally kept relatively limited to ensure the overall tranquility of the ocean came through. We added atmospheric elements, including composited light caustics and bubbles throughout to enhance the sense of depth.

• DOOH Screens : 42

• Visitors during Takeover : 120K