Samsung helps Londoners take spectacular low-light photos to promote the Galaxy S9

Brand Projected Lasers Across the Thames Lighting Up Famous Landmarks

By Alexandra Jardine. Published on Mar 19, 2018

Editor's Pick

Samsung put on a spectacular light show in London at the end of last week to support the launch of its its Galaxy S9 and S9+ smartphones. The aim wasn't just to dazzle, however; it was to allow Londoners to take night-time photos of the city's famous monuments all lit up, promoting the Galaxy's low-light photography features.

"The Night Reimagined" installation, created by Samsung and produced by AMV BBDO, was projected across the Thames from Potters Fields Park onto London's Leadenhall Building (known as the "Cheese Grater"), allowing for vibrant lines of of color viewable next to landmarks such as Tower Bridge and the Tower of London.

The structure was created using 16 state-of-the-art laser lights built in Germany and the U.K., and its ten-meter diagonal array changed trajectory to twist in the sky, altering its multi-colored perspective for viewers capturing the event with their phones.

The installation ran from Thursday to Saturday, and was designed to highlight the Galaxy S9's camera features such as low-light aperture.

"We wanted to give the people of London a moment not to be missed," said Sam Grant, CMO, Samsung Electronics UK. "The Night Reimagined installation was conceived as an amazing and almost impossible visual spectacle that represents just how Samsung is pushing the boundaries of what is possible. The beauty of the show demonstrates how the capabilities of the Galaxy S9 camera ensures people can capture epic pictures, particularly in the dark."

The project is the first collaboration in a new creative partnership between AMV BBDO and Samsung U.K., with several creative projects planned across a range of Samsung products and services.

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Mar 19, 2018
Abbott Mead Vickers BBDO
PR and Communications:
Executive Creative Director:
Adrian Rossi
Executive Creative Director:
Alex Grieve
Creative Director:
Neil Clarke
Creative Director:
Jay Phillips
Lucy Jones
Art Director:
Charlotte Mather
Agency Planner:
David Murray
Agency Account Team:
David Murray
Agency Account Team:
Alexander Best
Agency Account Team:
Lucrecia Taormina
Agency Account Team:
Khalid Almashgari
Agency Producer:
Sarah Goodchild
Production Company:
AMV Live:
Sarah Goodchild
AMV Live:
Talisa Adcock
AMV Live:
Ben Young
Ian Whittle
Vianney Commot

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