Describe the creative idea

We livestreamed the entire Unpacked event using only the Galaxy S20, turning the simple activity of watching a product launch into a real-time product experience. The idea was simple: proving Galaxy S20’s revolutionary camera performance by using it as the live broadcast camera. We installed fourteen Galaxy S20s to replace professional cameras and transmitted live footage of the event. This was something never done before - not only throughout the 10-year history of Unpacked but also in the industry's product launch history. While the viewers watched the livestream, they were also witnessing the product’s camera capabilities at the same time.

Describe the execution

The project began six months prior to the event. Our engineers had to adjust the conventional broadcast system, which is generally optimized for professional cameras, to make it compatible with a mobile device. After developing custom hardware and a transmission integration system, we ran countless rehearsals to find the optimum setting in a simulated environment – the combination of an extremely low-light auditorium and a super bright LED screen. On the event day, fourteen Galaxy S20s successfully captured and transmitted live footage to our viewers. The launch event held in San Francisco was livestreamed worldwide through YouTube, Facebook, Samsung.com, etc.