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Chorus of Light

    Amplify + Samsung translate voices into the universal language of art...

    Challenge

    Deliver a world-class experience that tells the story of Samsung innovation and introduces a new era of Galaxy AI at Vivid Sydney Festival; Sydney’s annual celebration of creativity, innovation and technology.

    Insight + Strategy

    Sydney is one of the most culturally diverse cities in the world, filled with a rich array of languages, voices and artistic talent but it’s surprisingly behind the times with AI. With 7 in 10 people nervous about the technology, Australia is one of the top countries worried about the advent of AI.

    To shift this sentiment, we leveraged Galaxy AI feature, Live Translate, to position Galaxy AI in line with the Vivid Sydney theme of ‘Humanity’ and tap into a universal human truth-our desire for connection.

    Our approach was to reach both the growth target audience, Gen MZ, and the broader audience of Vivid Sydney visitors by creating an optimistic experience that brings us all together, breaks down barriers and invites cultural collaboration with Sydney’s incredibly linguistically diverse population-all the while centring Samsung Galaxy AI as the powerful tool at the heart.

    Solution

    Chorus of Light

    Chorus of Light is an immersive art installation that unites humanity through our hopes for the future. Inspired by Galaxy AI, guests are able to join the Chorus of Light by contributing their voice and recording a message of hope in one of the 16 languages available with Galaxy AI. Each message is translated and expressed as light throughout the entire installation.

    To start their journey, guests are welcomed with an immersive onboarding. A dynamic, atmospheric film introduces Galaxy AI and explains the Chorus of Light experience before doors open to reveal the illuminated pathway.

    Guests travel through the awe-inspiring galaxy of lights, with the opportunity to stop at designated dwell points to take incredible, AI Nightography enhanced photographs with the Samsung Galaxy S24 Ultra against the ever-changing backdrop.

    At the centre of the experience, guests can add their voice to the Chorus of Light by recording a message of hope for the future in any of the 16 languages available with Galaxy AI. Inspired by Live Translate, the sentiments are translated and repeated back in the chosen language before being expressed throughout the installation as light.

    In collaboration with renowned media artist, Susan Kosti, a rich array of lighting states create a constantly evolving work of art. Real-time AI sentiment analysis in tandem with Kosti’s lighting effect categories such as Travel, Culture, Music, Relationships and Personal Growth, personalised the experience for each guest. This resulted in thousands of unique lighting combinations as guests saw their hopes for the future come to light.

    An Experience for All

    Vivid Sydney is known for its overwhelming crowds with millions visiting over the 23 days each year, so Chorus of Light was purposely designed to maximise footfall with two distinct routes. This included a raised viewing platform for guests to see down into Chorus of Light and spectate as guests add their voices.


    Maximising content capture and social sharing was thoughtfully considered throughout both routes with design techniques, such as mirrored finishes, used to make the internal structure disappear.

    Tease, Live, Sustain

    To generate continued interest throughout the 23 days of Vivid Sydney, we crafted a content campaign that ensured the target Gen MZ audience had multiple opportunities to discover the experience.

    This included a launch film starring Samsung Team Galaxy members Rowi Singh, Tara Chandra and Joe Donovan, experience walkthroughs from each of them and a content series created in collaboration with multidisciplinary artist Ta-ku, who created the soundscape that enveloped guests in a symphony of sound.

      • 344.7k+

        experienced it IRL

      • 84k+

        turned their hopes into light

      • 21,073

        hours spent co-creating

      • 209

        pieces of media coverage

    Chorus of Light by Ta-ku

    To ensure guests’ messages of hope lived on after Vivid Sydney came to end, we gave people the opportunity to have their messages sampled in an original track, inspired by the installation.

    Created in collaboration with Ta-ku, Chorus of Light is available to stream on the Samsung YouTube channel. Listen now.

      Brand Experience Agency of the Decade