Samsung x Vivid: Sydney in a New Light

Client work

As a principal partner of the Sydney Opera House, Samsung capitalised on the iconic Australian landmark during its peak season – Vivid Light, Music & Ideas Festival – by becoming a festival sponsor in 2018. For the ninth year in a row, Vivid had Sydney alight with installations and projections, and the brand saw it as a perfect opportunity to showcase their new Samsung Galaxy S9’s epic low-light photography capability.

Who better to show off the photography features than photographers themselves? Drawing on ongoing relationships, we geared up our community of loyal advocates who were keen to test out the camera on the Samsung Galaxy S9. Renowned photo wizards @MatthewVandeputte, @RobMulally, @DemasRusli, and @GlobalNightSquad led the pack on a series of Samsung sponsored photo walks throughout Vivid to capture Sydney in a new light.

Each Session began with a workshop on low-light photography, focusing on long exposures, timelapse and working creatively with light, giving our advocates practical skills to get the most from their devices. With guided walks through Sydney Harbour, Taronga Zoo and Luna Park, attendees had no shortage of photo opportunities.

Following each Session, we gave audiences a chance to show off their new skills in a UGC competition that had winners taking home a new Galaxy S9.

To inspire creativity among Samsung fans that missed out on the Sessions, we developed a series of educational videos. Our influencers offered their tips and tricks for shooting on the Galaxy S9 and encouraged our audience on their quest for the perfect shot.

Over the four Sessions, we had 77 happy attendees who published 253 Instagram stories and entered our UGC competition 111 times. But it’s not about the numbers. Our focus is on building and rewarding our community of advocates and giving them the skills and passion to tell the Samsung story offline.

“Samsung keeps getting better at creating a culture for content creators like us. I hope there will be a lot more in the future,” said advocate Don Perlez.