Galaxy Unpacked
Embedding a global product launch within Brooklyn’s cultural fabric
Samsung chose Brooklyn for Galaxy Unpacked 2025— not as a neutral venue but as an active cultural statement, using the borough's creative identity to frame the Unfold Ultra launch as something larger than a product reveal. The brief called for distributed experiential moments across the Brooklyn Navy Yard that would translate product innovation into shared, participatory experiences designed to travel well beyond the event itself.
Client: INVNT | Samsung
Partner: Duggal Greenhouse
Agency: INVNT
Role: Creative Strategist
Link to full keynote here
Impact
Galaxy Unpacked Brooklyn drew a global live audience of 178,000 peak concurrent viewers across YouTube, Twitch, Facebook, and Kick — generating 190,000+ hours watched in a single day. On the ground, the experiential environment extended Samsung's reach beyond its core tech audience into lifestyle, creative, and cultural communities, with earned social circulation amplified through purpose-built touchpoints like the Selfie Zone. Coverage ran in Wired, The Verge, and Vice.
The Selfie Zone was conceived as a dedicated earned-social touchpoint, using Samsung branding and window-mounted mirrors to turn the act of self-capture into a shareable experience. Designed to extend participation beyond the event, the installation framed attendees within a cool, Brooklyn-inspired visual language—blending graffiti tone, reflection, and perspective. Selfies shared through event hashtags circulated organically across social feeds, allowing the experience to travel beyond the venue and function as a lightweight but effective engine for earned visibility.
