THE 360 SOUND EXPERIMENT

Short List
TitleTHE 360 SOUND EXPERIMENT
BrandSAMSUNG ELECTRONICS
Product / ServiceSAMSUNG WIRELESS AUDIO 360
CategoryC01. Digital Design
EntrantCHEIL WORLDWIDE Seoul, SOUTH KOREA
Idea Creation CHEIL WORLDWIDE Seoul, SOUTH KOREA
Production LITTLE DOT STUDIOS London, UNITED KINGDOM

Credits

Name Company Position
Jaesan Kim Cheil Worldwide Executive Creative Director
Kyoung Min Koong Cheil Worldwide Creative Director
Minkyung Oh Cheil Worldwide Art Director
Taeuk Bang Cheil Worldwide Conceptor
Songyi Park Cheil Worldwide Conceptor
Juyeun Kim Cheil Worldwide Art Director
Hyunjung Kwon Cheil Worldwide Account Director
Taewon Woo Cheil Worldwide Senior Account Manager
Taeyoon Lee Cheil Worldwide Senior Account Manager

The Campaign

Samsung chose 'to visualize 360° sound' to help consumers familiarize with omni-directional speaker. An idea that helps even those who encounter the product online to experience the 360° sound.

Creative Execution

Samsung collaborated with Visual Artist group Artisan (aka Artisan) to visualize 360 degree sound waves coming out from the Wireless audio-360. Ben Kreukniet and his Artisan team have created a physical representation of sound waves in real time using an installation that fuses 411 laser beams with a 4K holographic projection and real-time sound analysis software to physically fill a room with sound and light. It was an exciting challenge because the sound visualization trial with the 360 wireless audio was never been done before. This experiment was recorded live and everything was driven by the Samsung Wireless Audio 360. No post-production CGI effects have been added.

Indication of how successful the outcome was in the market

'The 360° Sound Experiment' is the most watched video in the Samsung TV Channel with 2,170,000 views (with the numbers continuously increasing).

The objective was to show the 360° sound feature of the product as it is. The viewers can feel and understand the product's performance with sound visualizations and no added CGI effects. Samsung worked with teams of professionals (Little Dot Studios & Visual Artist Group of Artisan) to create fascinating visual choreography and installation for the video. Samsung also composed addictive music in order to attract viewers to voluntarily spread the clip.

Links
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