Most people live within the constraints that they create by themselves.

Samsung, the leading smartphone brand in Russia, stands for innovations that improve people’s lives. The brand creates things that can’t be made so that people can do what they thought can’t be done. Samsung wanted to inspire general public to push beyond their own comfort zone and understand that daily life has much more to offer than they expect.

Goals: strengthen perception of Samsung as a brand that cares, engage general public in the brand culture and values through socially oriented product content. All these goals are set to increase PTO of the brand.

1. We shot an inspirational online-film about the blind traveller’s journey to South Ural, the Russian region famous for its severe climate and beautiful landscape.

2. We launched a microsite “Over the Horizon”, containing this online-film and gallery of Alexander's photos, that everyone could buy to donate money for charity. The site contained a special “inner sight” VR section enabling users to experience the world through blind man’s vision.

3.The project was promoted by the largest visual Shazam in the world. Members of the public were able to access the project website by Shazam-ing the 28-storey “Hydroproject”? building which has a facade which looks like a Samsung smartphone that is the biggest media screen in Europe.

4. We organized an offline exhibition of Alexander's photos with a VR zone that gave visitors an opportunity to switch to blind man’s vision and get a better understanding of his artworks.