Starships Invade the Sky in Samsung's Star Wars AR Experience
This holiday season, starships from a Galaxy far, far away will make their way to skies across the US.
Samsung tapped R/GA to amplify its collaboration with Lucasfilm’s Star Wars: The Rise of Skywalker to bring Galaxy owners an exclusive, limited-time, augmented reality experience built in the Samsung Members app.
Through the experience, aptly named 'Invasion with Galaxy', Samsung users can capture their best shots of the film franchise’s starships in the sky, and share them on social media, using the hashtag #withGalaxy.
"We wanted to celebrate our Galaxy owners this holiday season and bring them an experience that capitalises on this cultural moment by taking their favourite starships from the film and bringing them to skies, where they belong," Rodrigo Burdman, R/GA creative director, said.
R/GA connected all corners of its capabilities to design and develop the experience in partnership with London-based Pl.ai. R/GA Studios collaborated with Lucasfilm and ILM to optimise the film’s original starship models for the AR experience, achieving ambitiously high visual fidelity, while its 'strat pack' and creative teams developed and executed the go-to-market rollout across paid and owned Samsung channels.
R/GA worked with Pl.ai, Disney, ILM, Edelman, Starcom, VerifiedWorks, Publicis Sapient, Merkle, and HelloWorld to help bring the experience to life.
Invasion with Galaxy will begin on December 16th at the film’s Los Angeles premiere, where the Millennium Falcon will hover above the city’s skyline. The next day, six starships from the franchise’s latest installment will travel across LA, New York, San Francisco, Chicago, Washington, D.C., Dallas, and Houston, with a new ship appearing in each location every day. And on December 23, the activation will roll out nationally through January 2, letting Galaxy owners experience a different ship each day from anywhere in the United States and Puerto Rico.
Category: Consumer Electronics , Phones