By melding VR with live theater, we created an immersive experience. Our actress led hand-selected participants into a dimly lit 10’X10’ room veiled in red curtains. In the center was a chair where guests were seated with a Samsung Gear VR as the actress described her disturbing dream. Reality began to blur as the cast of actors would enter the room through secret doors to surprise the viewer with real physical contact. The room in the VR was an exact replica of the room they were physically in and the cast was specially-casted for the intensity of the chilling experience. We shot in a decrepit warehouse with a full green-screen built around the demo room and the floor covered with water and fog. The content used CGI to multiply the actress and dramatize the old man’s appearance from the shadows. We activated at Cannes Lions, Samsung 837 and Art Basel.

VR has emerged as a key driver of the Samsung ecosystem over the past year with Samsung Gear VR, Gear 360 and its Samsung VR service. Despite this, VR is not yet considered fully mainstream. With this in mind, the Samsung X Punchdrunk Theatrical Experience became the perfect vehicle to showcase Samsung’s VR technology via a first-of-its-kind content experience. Our goal was to combine Punchdrunk’s storytelling theatrics with Samsung’s VR technology to develop an unforgettable experience. We dreamt up a new kind of interactive experience that allows guests to be put in the middle of the virtual story – and simultaneously, to their surprise, interact with real life actors. We strategically introduced our experience to an assortment of VR/technology pioneers, art enthusiasts, media, Samsung Galaxy owners and those interested in Samsung’s products in order to start adopting and further amplifying VR as mainstream with Samsung leading the charge.

Samsung and Punchdrunk successfully brought to life an unprecedented 4D interactive experience through VR. Our goal was to create a tech-driven story showcasing the future of VR as a medium and how Samsung’s portfolio of products and services is forging that path. The intimacy of focusing on one participant at a time led to the experience becoming highly sought after. However, this was about more than the number of participants – it was about giving every participant a personal journey into the imagination of VR leaving them awestruck of what they had experienced. Strong metrics and exhilarating reactions led to a high ROI: -1,283 participants -3,849 device interactions -Over 14mm media impressions mentioning Samsung VR at Cannes -1.8mm+ media impressions and 1.1mm+ social impressions specifically mentioning the experience -Samsung owned 58% of the Cannes media/social conversation around VR -Cool Hunting named it “One of Miami Art Week’s most important experiences.”

The project represents the next generation of immersive VR content incorporating a physical interactive component with live actors. The result is a truly captivating experience for the viewer, merging the worlds of technology and theater in a groundbreaking way. This project is a clear representation of innovation elevating VR to new heights.

Technological Influences & Limitations: When Samsung pioneered the VR space in 2014—introducing the first premium, low latency mobile-powered headset—we sought to tear down barriers of cost, technology, and imagination that once made VR a niche domain. This recently led us to create an immersive VR experience with world-renowned theatrical company, Punchdrunk International.

Context: Present an immersive, multi-sensory, 4D theatrical experience that elevates new-age visual arts driven by Samsung Gear VR, powered by Oculus and blur the lines of reality and virtual reality. Utilize live actors whose interactions with viewers will increase the impact of the consumer journey.

Objectives:

1. Democratize VR to declare that the future of the medium is shaped by the creators and explorers.

2. Usher in the next generation of 4D interactive experiences.

3. Use Samsung Gear VR along with broader Samsung portfolio to evoke a deep emotional response through tech-driven storytelling.