To celebrate the highly anticipated launch of the lightest, slimmest mobile device on the market (Galaxy S25 Edge), Samsung partnered with Grammy award-winner Doechii to produce an exclusive concert experience over 1,100 feet in the air, on the platform of the iconic Edge NYC.

The team developed a 360-degree experience inspired by the phone’s features. This included a 57-second custom 7K elevator content experience on the way up to the 100th floor, which opened up straight into hero campaign imagery, and the entrance of our swamp in the sky. The swamp featured a scavenger hunt filled with Google Gemini AI prompts for guests to engage with, scales to test the weight of the phone against seemingly light objects, and many content opportunities.

The platform opened up 30-minutes ahead of the performance, allowing guests to filter outside and grab a premium viewing spot. At the same time, Samsung went live on the YouTube homepage with pre-show content counting down to the live streamed performance. Doechii descended the staircase and performed a live set with her DJ, Miss Milan, for 500 guests in-house, and over 4 million global viewers.

Role / Freelance Sr. Creative Producer (UEG Worldwide)
Production Partners / UEG Worldwide (Project Oversight, Creative Direction, Talent Partnerships, PR & Content), AEON Point (Experiential, Broadcast Production)