To launch Samsung’s Galaxy S4 Smartphone, FIRST created the biggest media event of its kind by taking over Radio City Music Hall and Times Square.
To showcase the new phone as a "lifestyle companion,” FIRST created a massive Broadway-caliber theatrical show directed by Newsies helmer, Jeff Calhoun. The performance featured vignettes of dancers and actors engaging with the phone's features in global settings. The design leveraged a multi-tiered hydraulic set and large format video projection. Meanwhile, a live feed of the show streamed across the world to more than 500,000 viewers and played on a large LED screen in Times Square. After the presentation, the theater audience and consumers in Times Square were able to engage with the product through hands-on demos.
- 2013 Event Technology Award for Best Use of AV
- 2013 BizBash National Event Style Award for Best Set & Staging
- 2013 EXCITE Award- Best Use of AV to Enhance an Event
- 2013 EXCITE Award- Best Environmental Design