Objective:

Position Samsung as true innovators in sports entertainment — creators of game-changing, technologically advanced products — by highlighting their Curved HDTV range.

Problem

While Samsung’s immersive Curved TVs represented a genuine innovation, the category had lost emotional traction.
Audiences had grown numb to endless “tech and innovation” claims — the challenge was to make people feel the difference, not just hear about it.

Challenge:

Leverage Samsung’s sponsorship of the Australian National Rugby Team to reconnect Australians with the excitement of innovation — bringing the power of Samsung’s Curved HDTVs to life in a way only live sport could.

IDEA: — THE Samsung SlideLiner

An industry-first live sports viewing experience that put fans exactly where they wanted to be: in the heart of the action.
The Samsung SlideLiner gave spectators a dynamic, front-row perspective, moving them along the sidelines in sync with the game — a physical embodiment of Samsung’s curved, immersive technology.

Role: Creative Lead
Agency: INVNT
Recognition: Cannes Lions x3 | Effie Finalist x5 | Spikes Asia + multiple international awards