Digital Out-Of-Home, Creative Direction, Concepting

AT&T + SAMSUNG: AT&T Discovery District DOOH

RUBE GALAXYBERG

A ball rolls and hits a pin. The pin tips over and launches a pulley system. The pulley lifts a heavy object that flips a switch. The switch turns on a light. Voilà! There’s just something mesmerizing about a Rube Goldberg machine where you can’t look away.

Launching their new lineup of Galaxy devices, Samsung wanted us to create something equally as mesmerizing. So we brought our Rube Goldberg-inspired concept to life in 18.2 million pixels at the AT&T Discovery District in downtown Dallas, which boasts an impressive 8,700-square-foot digital media wall.

We brought Rube Galaxyberg to life! Playing up the Galaxy AI features, as well as the form factor of the Galaxy Z Fold6, Z Flip6, Watch Ultra, Buds3 Pro and Galaxy ring, we got the ball rolling. Add a touch of pizzicato music and pinball SFX and something mesmerizing was born.

Simple tasks triggered fun reactions. And our video went on to capture attention from a lot of eyeballs throughout the district.

Large digital billboard on a city building displaying a colorful advertisement for a smartphone with a dual camera and a playful gaming scene. Pedestrians walking and cyclists riding through a modern urban plaza with benches, trees, and surrounding high-rise buildings under a clear blue sky.

Large digital billboard in a city street displays a smartwatch interface with an orange band and a red screen showing an exercise start button. Surrounding the billboard are tall buildings and people walking in the area.

THE RESULTS?

They asked us back for more. We pitched The Great Galaxy Showdown for the holiday season: a video concept filled with jollity, packed with snow, and, of course, overflowing with Galaxy devices.

This started as a digital out-of-home, but then extended into a full-blown social campaign.