Combining experiential thinking with a human-centric design philosophy, creative agency Smyle has rewritten the rules of how brands engage virtually with its creation of an interactive digital hub to launch exciting new Samsung products.

Smyle's Innovation Director Matt Margetson will walk you through the pioneering project and discuss how he and his team of experts worked together with long-term partner Samsung to create an immersive hyper-realistic 3D world, gamifying the whole experience for those who stepped inside.

Revealing how gaming technologies were put into play for the very first time in this setting, Matt will showcase the results of a product launch that delivered powerful emotional resonance and raised the bar for virtual experiences of the future.