SPIKES ASIA AWARDS. SILVER & BRONZE.
A fashion show in near total darkness, visible only through Galaxy S22.
Built as a live experience, content engine and launch platform for Nightography.
Problem
Launch the Samsung Galaxy S22 and give people a way to experience its low light Nightography camera for themselves as part of Melbourne Fashion Festival.
Idea
Walk the Night, a runway show staged in near total darkness where the collections were captured on Galaxy S22 devices and revealed to the audience and beyond through Nightography.
How it worked
• Partnered with PayPal Melbourne Fashion Festival’s National Graduate Showcase to create a runway and set in near darkness, with illumination coming from glowsticks and installation design by James Dive
• Used Galaxy S22 devices positioned around the runway to capture what the eye could not see and project it live onto overhead screens, out of home and livestreams on social platforms
• Extended Walk the Night into an immersive build at Federation Square, where guests explored interconnected dark rooms with a Galaxy S22 in hand to test Nightography for themselves, creating further content for social and digital channels
Results
• Influencer and guest content sharing 133 percent over target
• 79 percent consideration for Galaxy S22 among the target audience
• Bronze and Silver at Spikes Asia