Samsung Newfront
- Advertising Upfront
- Immersive Content
- NYC Production
For Samsung's first external-venue NewFront, Proscenium brought together over 300 ad-buyers at Lavan Midtown for an immersive presentation built around a custom catwalk stage surrounded on three sides by the audience and three projection walls that wrapped attendees in Samsung's ads, graphics, and lifestyle content. Proscenium served as end-to-end production partner across strategy, creative, content, and live show execution.
- Audience
- Media
- Attendance
- 300
- Location
- New York, NY
- Format
- In-Person
Services
- Strategy
- Production
- Creative
- Content
- Experiential
Feel the Content
Proscenium helped Samsung produce their first NewFront in an external event space outside of their flagship store. For their NewFront, Samsung was stepping up their game, and they wanted their audience of over 300 ad-buyers to not only know it, they wanted them to FEEL it. We built a custom “catwalk” stage in the middle of Lavan Midtown, and surrounded it on three sides with the audience. Then, we projected content onto the three walls facing the audience. This literally immersed the audience in Samsung ads, and Samsung’s graphics. We filled the walls with logos, maps, lifestyle shots, and tons of videos. We even put the audience underwater when it was time to show off Samsung’s “Ocean Vibes” offering.
The Presenters Rocked It
Executives are not used to presenting with audience on three sides of them. Fortunately, all Proscenium’s Creative Directors have extensive theater experience. Despite a short load-in, we made sure the presenters had ample rehearsal time on their unique stage. By showtime they were comfortable, confident, and ready to go. Some of them ended up giving their best presentations ever!
Watch the filmWe built a custom catwalk stage in the middle of Lavan Midtown and surrounded it on three sides with the audience. Then we projected content onto the three walls facing the audience, literally immersing them in Samsung ads and graphics.