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Samsung Space to Dream
Amplify + Samsung explore the extraordinary possibilities of dreaming.
Challenge
Deliver a world-class experience that tells the story of Samsung Galaxy AI innovation at Vivid Festival; Sydney's annual celebration of creativity, innovation, and technology aligning to the festival's 2025 theme of Dream.
Insight + Strategy
Dreaming has become a luxury for Australians as they face the harsh reality of limited free time.
The lack of time outside of work and growing costs are forcing Millennials and Gen Z to put their dreams on hold. However, they believe that AI has the potential to enhance their lives by giving them back valuable time. In fact, 75% of Gen Z rated time-saving as the top benefit of generative AI.
Samsung's Galaxy AI can give users valuable time back through barrier-free communication, simplified productivity, and unconstrained creativity. Leveraging this, we inspired Aussies to dream again by showing how Galaxy AI opens up a new way to live life to the fullest — by creating more time and freedom to pursue their dreams.
Solution
Space to Dream
A journey through an immersive art installation that breaks free from the barriers of everyday reality, inviting guests to explore the extraordinary possibilities of dreaming.
Starting on land, 'Space to Dream' invited guests to step into the Dream Generator and imagine themselves in our co-created, barrier-free dreamscape.
Exploring Samsung Galaxy S25 features, Drawing Assist & Nightography, guests stepped through the installation, immersed in the visual world of the waterfall show, and were given the opportunity to have their photo added to the story.
They then stepped onto the viewing terrace to capture the most iconic shot of the dreamscape away from the crowds, before heading onto the water to discover and interact with visuals through a custom-built app on the new Samsung Galaxy Edge.
In collaboration with Aussie talents, Chloe de Brito and Milan Ring
Collaborating with director Chloe de Brito to create the waterfall show, the line between reality and dream state was blurred, transporting audiences into an unfolding lucid dream. The content followed our protagonist as they departed the "real world" and entered an evocative, boundless world of their own imagination.
Filled with hope, inspiration and excitement, Samsung invited audiences to participate as we dreamed awake together... in a dream within a dream, within a dream, within a dream. This was paired with an expansive soundscape composed by Milan Ring, which filled the space and fully immersed the audience in the dream alongside the visuals.
Walking on Water
For the first time in 2025, Darling Harbour was activated as a commercial partner for Vivid Sydney, giving Samsung a blank canvas to innovate for the first time.
Moving locations from Circular Quay and drawing on learnings from Samsung's 2024 Vivid Sydney installation, Chorus of Light, the experience was optimized to maximize both land and water, ensuring the brand's impact and engagement were carefully integrated throughout to enhance the visitor experience.
Experienced by few, seen by many.
Although Vivid Sydney attracts millions of visitors each year, we crafted a content amplification campaign to ensure the audience had multiple opportunities to discover the experience, ensuring Space to Dream went beyond IRL. The amplification included a launch film featuring Team Galaxy Creators.
Partnering with Sophdopha & Unice Wani to further reach beyond Samsung's core creators, whilst working with Team Galaxy to create experience walkthroughs and product feature-focused content to drive home Samsung's credibility in the space.