Custom Digital Marketing Platform Development

Only 12 male astronauts have ever set foot on the Moon, but Samsung believes everyone should have that chance. 

In partnership with Oscar winning creative studio Framestore and engineering experts Mannetron, and in collaboration with NASA, we set out on a two-year mission in the spirit of Samsung’s brand promise ‘Do what you can’t'; aiming to push the limits of what a Samsung phone can do and open the Moon to all.

A team was assembled comprising VFX specialists, simulator engineers and NASA scientists. Working as one, we built a state-of-the-art lunar gravity rig designed to make users weigh just 1/6th of their weight here on Earth.

Introducing ‘A Moon For all Mankind’ (AMFAM), the world’s first 4D lunar gravity virtual reality (VR) experience.

Experiential and VR Marketing

Using the Samsung Galaxy S9+ and Samsung Gear VR powered by Oculus, users could immerse themselves in a visual and physical VR experience that accurately recreated a Moon mission, and gave them the opportunity to experience what lunar gravity is really like.

The CGI environment was modelled on NASA’s lunar topographical data, allowing people to see the Earthrise in VR and explore the most accurate model of the Moon’s surface to date.

Sensors attached to the flight suit tracked and replicated body movements in the VR environment. This gave users the freedom to complete a discovery mission in lunar gravity and place their custom-designed flag wherever they chose.

After launching under embargo at the 2018 Winter Olympics and Mobile World Congress, July saw us launch the experience to the public at Samsung’s flagship 837 store, in New York City, where it continues to run.