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Samsung Galaxy XR: Worlds Wide Open
Amplify + Samsung redefine reality in NYC.
Challenge
XR marks a paradigm shift in how we perceive and interact with the world. To everyday consumers, VR experiences can feel like walled gardens, and lack relevance and ways to integrate into everyday life.
Insight + Strategy
XR shows us what we’re missing.
With contextual AI, superficial layers melt away to reveal doorways, paths, and dimensions we never thought to look for (or dreamed could access).
Even in short doses, it can unlock a growth mindset: instead of accepting barriers, we look for ways to go around them.
So, XR isn’t changing reality. But it might change us.
Solution
Worlds Wide Open positioned Samsung Galaxy XR as technology that transforms reality from something closed and isolating into an open, integrated layer of everyday life. It reframed XR as a multimodal, AI-powered companion that enhances the world in real time, revealing new dimensions, perspectives and possibilities that sit naturally alongside the physical one.
To bring this to life, we built a bespoke live stream and broadcast for the launch in NYC. Because the platform centres on AI-native immersion through voice, vision and gesture, we treated the show as a live demo stage rather than a traditional keynote.
The broadcast delivered real-time interaction between presenters and audience, allowing hands-on XR demonstrations that showcased immersive 3D mapping, AI-powered search and multi-app XR use. The technical infrastructure behind our show combined high fidelity capture, low latency streaming and seamless multi-device delivery inside the XR environment.
This shifted the event from a passive viewing moment to an exploratory experience. It positioned Galaxy XR not just as hardware, but as a gateway to everyday XR, where discovery, creation and play feel limitless.
All this was designed to celebrate the authentic “wow moments” that exist with Galaxy XR without any post-production or smoke and mirrors.
This set the scene for Samsung’s step in XR, teasing future products with brand partnerships like Warby Parker and Gentle Monster. This is just the beginning.