Samsung wanted to showcase it’s partnership of the brand new So-Fi Stadium in Hollywood Park LA with an immersive experience that’d excite visitors, highlight it’s 5G devices and integrate innovative technology and creative.

Introducing Samsung Dreamground, an XR experience at LA’s SoFi Stadium, a physical and digital Augmented Reality wonderland enabled by 5G. This immersive experience included physical sculptures on location and a bespoke app that dynamically adapts to your location and created floating 3D elements, 4 creative worlds and giant interactive sculptures for consumers to explore and create together virtually. Custom content was made for the Stadium’s screen network in and outside of the Stadium, with QR codes that activated the AR experience whether you were exploring the Stadium or watching a show. The experience was also activated at Samsung’s flagship NYC store with bespoke content for it’s screen network and AR portals. Equal parts dreamy, fun, and entertaining, this live AR experience offers people a safe way to play and create together in public spaces.

I oversaw all production, managing vendors, internal creative teams, the venue logistic and onsite installation. Working with our production partners, Moment Factory and Media Monks, the production spanned North America and brought a playful, fun and immersive experience, while pushing AR technology on the Verizon’s 5G network.

Awards: FWA of the Day (2021)

All around Holywood Park at the SoFi stadium we placed sculptures that brought visitors into a dream world culminating in a massive show inside the stadium. Each sculpture was from a world of its own with elements users could see, create, interact, take selfies with using face filters and even enter portals that’d transport you to that universe.