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Case study: Smyle showcases Samsung innovation in gaming platform first

As Jona Lewie famously sang, “You’ll always find me in the kitchen at parties” and that’s where Smyle began the Samsung Life Unstoppable product launch, digitally, of course.

Creative agency Smyle used gaming platform Unreal, known for hosting multiplayer video games Fortnite and Final Fantasy, to showcase Samsung’s new products in an interactive virtual event.

As part of the event, attendees moved from a modern kitchen to an outdoor terrace to get up close to a connected ecosystem of smart products. During different points of the tour, real-life presenters appeared on a variety of TVs, tablets and phones to demonstrate innovation behind individual items.

True to the event’s gaming ethos, whenever guests wanted to find out more, they could explore on their own, interacting with specific products to create a more personalised experience. As a bonus, collectable ‘Easter eggs’ had been hidden among household items for guests to find – gamifying the entire experience.

To deliver the look, feel and emotional resonance required for this virtual experience, which included multi-device experiences with users able to access additional content on other devices, several exciting new technologies were put into play:

  • Ray tracing, a new rendering technique only ever used in the world of gaming, created incredibly realistic light gradients and shadows on all the virtual objects within the home.
  • Immersive 8D audio transported guests into another realm by using 360-degree surround sound to foster an intimate one-to-one connection between speakers and guests.
  • Pixel streaming delivered the best possible gaming experience for users by distributing high-quality real-time content no matter what device they were viewing it from.
  • Augmented reality was used throughout the virtual event to bring interactive elements to life and create as realistic an experience as possible.

“No other virtual event has used this level of interactivity before – it paves the way for virtual experiences for the future,” Smyle’s innovation director, Matt Margetson said.

“Using the world’s most advanced real-time 3D creation platform in this way, and employing gaming techniques never before seen in this setting, we are bringing guests closer to the action than ever before. We’re proud to be partnering with Samsung to elevate the world standard for product launches. This immersive virtual world is the perfect complement to the global brand’s human-centred innovations.”

Smyle also worked with poet and spoken word influencer Max Wallis to deliver a specially curated piece on how future technologies are enabling a new era of connected experiences, as demonstrated within Samsung Life Unstoppable.

Highlights from Samsung Life Unstoppable are now available to view here.