We needed to show people that everything they loved to watch, can be better when there’s more than one angle to see... and, give them a way to think about content beyond the traditional frame. Essentially, we needed to show them how much better a 360º video can be when it’s created properly.

Our idea was to partner with some of the world’s biggest traditional social content creators to “Unframe” their offerings by creating content that was designed specifically to be better in 360º. “Unframed” wasn’t just a campaign line, it was a philosophy, that gave traditional content creators, and viewers, a whole new way to think about how they watch and create content.

We started by Unframing Coldplay - through a 360º/VR Livestream that turned the world into a stage. People all over the globe felt like they were there, with access to vantage points they could never see as live spectators, like on stage, backstage, and even over the stage.

We Unframed UFC 212, by livestreaming the first 360º/VR fight ever, directly to Samsung VR headsets. And promoted the fight by bringing viewers into the octagon with 360º choreography that showcased the immersiveness of properly shot VR.

We Unframed X-Games weekend, giving VR viewers live access no live spectator or TV viewer has ever had before. Like ariel vert ramp views and even a cameras built into skate and BMX freestyle courses.

We Unframed BuzzFeed and NowThis by having them create content using Samsung’s Gear 360 camera, that felt just like entertainment, but were really examples of the best Un-framing techniques.

+300 million combined video views

NowThis x Samsung

#1 Most Viewed Branded Campaign on Facebook in 2017

23 of our videos were selected by YouTube for their Best of VR Portal - a showcase of the best 360º/VR content the internet has to offer

+1.5 billion media impressions

57% increase of Samsung VR active users

Coldplay Live At The World - became the largest global VR Livestream in history