In celebration of the Galaxy S8 and S8+ phone and their latest flagship debut, Samsung planned a large-scale “unboxing” activation on Times Square, New York City.

The event drew in a large crowd of people with immersive visual displays that illuminated the entire square. Onlookers were entertained by an energetic troupe of dancers as well as the stunning animation of a whale swimming from one screen to another – unconfined by the surrounding billboards.

MATTE was brought on by Wasserman and Samsung to capture the activation through multiple perspectives both on the ground and in the air. Our overarching goal was a film that felt real through the eyes of people on the ground experiencing this special moment.

RGA worked on all of the outdoor creative with Wasserman at the helm of the stunt productions.