Electric Playground

Close-up portrait of a woman with braided hair and reflective sunglasses on a red background

+
Art Direction
+
Experiential Design
+
App Design
+
Event Design

Vivid lights up the sydney skyline every year, and Samsung wanted the New Galaxy S10 to rise to the occasion.

Night photography is unforgiving, and most Vivid visitors know the let down of checking their camera roll the next morning to find blurry, washed-out shots that don't match what they saw. For Samsung, that gap between experience and photo was the exact story the Galaxy S10 needed to rewrite, and Vivid was the perfect stage to do it.

iPad displaying a magazine-style cover featuring a woman in sunglasses on a dark textured surface

iPad displaying a magazine-style cover featuring a woman in sunglasses on a dark textured surface

We created the Samsung Electric Playground: an adult-sized playground designed purely to put the S10's camera through its paces, in the most beautiful of low-light. Seven immersive activations each built around a specific S10 feature, sat alongside a bespoke studio experience where visitors could go even deeper and create personalised works of art. A custom app let everyone take their shots home instantly and share them under #SamsungElectricPlayground.

Full-body portrait of a woman standing against a red background

Full-body portrait of a woman standing against a red background

Portrait of a woman wearing sunglasses and hoop earrings against a red background

Portrait of a woman wearing sunglasses and hoop earrings against a red background

Bus stop advertisement display featuring a fashion poster in an urban street setting

Bus stop advertisement display featuring a fashion poster in an urban street setting

The Electric Playground became the most Instagrammed branded activation in Vivid's history, drawing 300,000 visitors and 289,095 product interactions. It generated 670+ pieces of earned media and 4.8K+ hashtags over the festival, and helped drive a 124% increase in Galaxy S10 sales across Sydney.