Samsung Times Square


Video captured on Galaxy S III smartphones beamed live to the Samsung digital billboard in Times Square.




Samsung needed a unique out of home experience to help launch their newest phone, the Galaxy S III. To demonstrate the GSIII’s ability to easily share video from the phone to another screen, we developed an idea where, for the first time ever, video was shared live from a mobile phone to a Times Square billboard.

For four days, street teams used the Galaxy S III to record over 1200 people sharing their best smiles, dance moves, kung-fu kicks, runway walks, air guitar riffs and more. Each video was then beamed from the phones to the 64-foot Samsung digital billboard towering over Times Square for everyone to see.

Meanwhile, cameras captured all the action and posted it to YouTube so participants could share their moment of fame.

I was responsible for the concept (along with my writing partner, David Shih) and oversaw the creative direction and execution. It was a key part of Samsung’s biggest product launch in America, a truly never been done before experience, and the ultimate larger than life demo.

Role: creative direction, creative strategy, ux, concept, art direction and design, production oversight



Street teams recorded videos of people in Times Square using the Galaxy S III, then sent those videos to play on the Samsung billboard.
Video sent live from mobile phones plays on the Samsung Billboard high above Times Square.
People on the ground in Times Square as they watch the action unfold on the Samsung digital board.
Video sent live from mobile phones plays on the Samsung Billboard high above Times Square.


Copyright 2015, Aaron Cacali