We produced two dynamic live events for Samsung in NYC and London, in collaboration with Cheil Worldwide, celebrating the releases of the Galaxy Z Flip4, Galaxy Fold4, and Galaxy wearables. The 3-week Galaxy Unpacked Experience, open to all ages, went beyond traditional Unpacked shows, blending innovation, K-Pop culture, and Samsung’s cutting-edge tech.

Before the events, we launched a high-profile consumer marketing campaign with a mega-screen takeover of Times Square and Piccadilly Circus, premiering exclusive BTS videos on massive LED Jumbotrons. We also curated a Samsung Unpacked afterparty in both cities, attended by stars like Millie Bobby Brown, Sabrina Carpenter, Jamie Campbell Bower, Jorja Smith, and Charli XCX, with performances by Carpenter and DJ Kaytranada.

The Unpacked Experiences engaged thousands with K-Pop dance classes, influencer content stations, BTS movie nights, and hands-on product showcases. We created immersive spaces, such as a sustainability room highlighting Samsung’s recycled materials, a camera room to demo the new nightography mode, and a smart accessories room showcasing Galaxy’s interconnected devices.

These experiences attracted 51,000+ attendees in NYC and 3,000/day in London, generating 60M YouTube views, 426M global media impressions, and a +270% search spike for the Galaxy Z Fold4. Samsung’s social mentions surged by +120%, reflecting massive engagement across platforms.