Challenge

Showcase the power of Google Assistant and it’s form factor with hands free capabilities on the new Samsung Galaxy Z Flip4, to appeal to a Gen Z audience.

Solution

To celebrate this feature, Google and Samsung needed a media space and talent approach that embodied innovation. So we devised a unique out-of-home campaign that was as groundbreaking as the feature we were demonstrating. The goal? Convince Gen Z and younger Millennials to switch to the OS where innovation is happening: Android.

The campaign employed advanced 3D anamorphic billboard technology to deliver an immersive audio/visual experience in Times Square, that was created in partnership with Universal Music Group, hip-hop recording artist Ludacris and Tokyo-based motion design agency CEKAI, Ludacris’s iconic song “Stand up” became the centerpiece of the immersive out-of-home ad experience in New York’s Times Square.