Galaxy Note 9
Overview
The Samsung Galaxy Note9 and the new S-Pen both boasted an IP68 rating—making them resistant in fresh water to a maximum depth of 1.5 metres for up to 30 minutes—and they were launching in stores in a matter of weeks. With water resistance no longer a novelty but a necessity, our challenge was building intrigue around the feature in a competitive retail environment. We leaned into the power of play—turning function into fun—and created an immersive underwater world.
Instead of taking a ‘left-brained’ approach—focusing on utility or durability—we chose to explore the emotional and creative potential of the feature. The result? An immersive underwater experience where users could "create their flow" crafting a personalised, inky piece of art that was uniquely theirs.
Not only could participants receive their creation as a digital keepsake, but the true magic lay in the playful subversion of reality. Drawing underwater, something that’s typically impossible,n became a tangible and interactive moment.
We installed a Samsung screen underneath a transparent tank of water, created the flow app, and placed the Note9 inside the tank whilst the app was running. As users drew on the submerged device, the screen responded in real-time, producing dynamic, connected visuals that transformed the tank into an enchanting underwater realm.
Once complete, users could sign it to personalise it, and enter their email to receive a digital copy - allowing Samsung to capture data on prospective customers.
Further cementing the fun over function, the artwork took on an inky quality, reminiscent of fluid watercolours. The amorphous shapes were ever-changing, a nod to the spontaneity and creativity that the water-resistant feature could unlock.
Overview
The Samsung Galaxy Note9 and the new S-Pen both boasted an IP68 rating—making them resistant in fresh water to a maximum depth of 1.5 metres for up to 30 minutes—and they were launching in stores in a matter of weeks. With water resistance no longer a novelty but a necessity, our challenge was building intrigue around the feature in a competitive retail environment. We leaned into the power of play—turning function into fun—and created an immersive underwater world.
Instead of taking a ‘left-brained’ approach—focusing on utility or durability—we chose to explore the emotional and creative potential of the feature. The result? An immersive underwater experience where users could "create their flow" crafting a personalised, inky piece of art that was uniquely theirs.
Not only could participants receive their creation as a digital keepsake, but the true magic lay in the playful subversion of reality. Drawing underwater, something that’s typically impossible,n became a tangible and interactive moment.
We installed a Samsung screen underneath a transparent tank of water, created the flow app, and placed the Note9 inside the tank whilst the app was running. As users drew on the submerged device, the screen responded in real-time, producing dynamic, connected visuals that transformed the tank into an enchanting underwater realm.
Once complete, users could sign it to personalise it, and enter their email to receive a digital copy - allowing Samsung to capture data on prospective customers.
Further cementing the fun over function, the artwork took on an inky quality, reminiscent of fluid watercolours. The amorphous shapes were ever-changing, a nod to the spontaneity and creativity that the water-resistant feature could unlock.
Overview
The Samsung Galaxy Note9 and the new S-Pen both boasted an IP68 rating—making them resistant in fresh water to a maximum depth of 1.5 metres for up to 30 minutes—and they were launching in stores in a matter of weeks. With water resistance no longer a novelty but a necessity, our challenge was building intrigue around the feature in a competitive retail environment. We leaned into the power of play—turning function into fun—and created an immersive underwater world.
Instead of taking a ‘left-brained’ approach—focusing on utility or durability—we chose to explore the emotional and creative potential of the feature. The result? An immersive underwater experience where users could "create their flow" crafting a personalised, inky piece of art that was uniquely theirs.
Not only could participants receive their creation as a digital keepsake, but the true magic lay in the playful subversion of reality. Drawing underwater, something that’s typically impossible,n became a tangible and interactive moment.
We installed a Samsung screen underneath a transparent tank of water, created the flow app, and placed the Note9 inside the tank whilst the app was running. As users drew on the submerged device, the screen responded in real-time, producing dynamic, connected visuals that transformed the tank into an enchanting underwater realm.
Once complete, users could sign it to personalise it, and enter their email to receive a digital copy - allowing Samsung to capture data on prospective customers.
Further cementing the fun over function, the artwork took on an inky quality, reminiscent of fluid watercolours. The amorphous shapes were ever-changing, a nod to the spontaneity and creativity that the water-resistant feature could unlock.
Overview
The Samsung Galaxy Note9 and the new S-Pen both boasted an IP68 rating—making them resistant in fresh water to a maximum depth of 1.5 metres for up to 30 minutes—and they were launching in stores in a matter of weeks. With water resistance no longer a novelty but a necessity, our challenge was building intrigue around the feature in a competitive retail environment. We leaned into the power of play—turning function into fun—and created an immersive underwater world.
Instead of taking a ‘left-brained’ approach—focusing on utility or durability—we chose to explore the emotional and creative potential of the feature. The result? An immersive underwater experience where users could "create their flow" crafting a personalised, inky piece of art that was uniquely theirs.
Not only could participants receive their creation as a digital keepsake, but the true magic lay in the playful subversion of reality. Drawing underwater, something that’s typically impossible,n became a tangible and interactive moment.
We installed a Samsung screen underneath a transparent tank of water, created the flow app, and placed the Note9 inside the tank whilst the app was running. As users drew on the submerged device, the screen responded in real-time, producing dynamic, connected visuals that transformed the tank into an enchanting underwater realm.
Once complete, users could sign it to personalise it, and enter their email to receive a digital copy - allowing Samsung to capture data on prospective customers.
Further cementing the fun over function, the artwork took on an inky quality, reminiscent of fluid watercolours. The amorphous shapes were ever-changing, a nod to the spontaneity and creativity that the water-resistant feature could unlock.
