CAMPAIGN: 2024 NewFront
CLIENT: Samsung
AGENCY: Proscenium
For their 2024 NewFront, Samsung had a golden opportunity. This would be their first NewFront to take place somewhere other than their signature store location: Samsung 837. They were 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.
They partnered with Proscenium because of our rock-solid production capabilities, and our world-class content creation team. The first thing we did was find a venue for them filled with possibility.
Lavan Midtown was only about a year old which meant most of their audience wouldn’t be familiar with it. We built a custom “catwalk” stage in the middle of the room, 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, Samsung’s 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.
We kept the presentations short and punchy; and the visuals big, bold, and plentiful. If someone were to simply click through and look at the images, they would not only understand the story, they would be mightily impressed by it.
Executives are not used to presenting with audience on three sides of them. Luckily, all of 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!
In addition, Proscenium handled signage, logistics, and Food & Beverage for the event. We branded doors, bars, windows, and an infinity mirror. Even the food was branded with Samsung flags!
Samsung is one of the world’s leaders in technology, and Proscenium is thrilled to have helped them rock their 2024 NewFront.
