Commissioned by Frames Network, we produced a Mixed Reality activation for Samsung’s Galaxy Watch campaign in Austria. The objective of the campaign was to create a visually striking social media asset that announces the availability of the new smartwatch and captures audience attention online.

The concept takes place at the Old Danube in Vienna, connecting the product with a recognizable local environment. In the scene, a large ice block floats down the river, and inside the transparent ice the new Samsung Galaxy Watch is visible.

As the ice block approaches the camera, it suddenly breaks apart and falls into the water, revealing the watch in the foreground. The moment is enhanced with water simulations, ice fracture effects, and realistic environmental reactions, creating a dramatic and visually engaging reveal of the product.

Our task was to integrate all CGI assets seamlessly into the real footage, including modeling the ice block, animating the break and water interaction, and ensuring the product remains clearly visible within the scene.

The final result is a high-quality Mixed Reality activation designed for social media, effectively drawing attention to the product launch and encouraging audience engagement with Samsung’s new Galaxy Watch.