SAMSUNG Winter wonderland

Samsung and YouTube star Casey Neistat collaborated on this project, transforming Milwaukee's abandoned Northridge Mall into a magical winter wonderland for the Boys and Girls Club of Milwaukee. The mall, which had been vacant for years, was brought back to life with the help of snow machines, extensive art direction, and a plethora of gingerbread cookies.

The children from the club were invited to explore the transformed space, playing in the snow, building gingerbread houses, and participating in other festive activities like riding a train that ran around the mall.

To capture the magic of the experience, each child was given a Samsung Galaxy Note8 phone. This allowed them to document their experiences and create content to be shared with others.

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Brand: Samsung
Agency: adam&eve
Production Company: HELO
Creative Direction: Casey Neistadt