Join Santa on an Out-of-This-World Sleigh Ride in Samsung's 4D VR Experience

Event Is Taking Place in Locations Including New York's Herald Square

Published On
Dec 12, 2016

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Samsung is promoting its Gear VR with a 4D virtual reality experience based on "The Night Before Christmas," in which residents of New York and L.A. will get to go on a virtual sleigh ride with Santa.

The sleigh experience is taking place at Herald Square in New York City, The Grove in Los Angeles and Samsung 837, the brand's digital center in Manhattan's Meatpacking District, from now until the New Year. Users will wear Samsung Gear VR and will be taken on an "immersive and entertaining sleigh ride."

"The Night Before" lets viewers ride shotgun with a bumbling Santa (played by James Cosmo of "Game of Thrones") who on Christmas Eve decides to take a joyride past the Pyramids and through Tokyo before making a delivery, but after fiddling with his controls accidentally ends up in outer space -- showing us what flying reindeer do in zero gravity. But thanks to the ingnenuity of his little helper, an elf named Pepper played by Ashley Madekwe, he gets back on track and safely returns to his workshop.

You can check out a 360-degree video version here.

Wieden & Kennedy Portland worked on the project along with diretor Nima Nourizadeh via Here Be Dragons. A variation of the experience will be available at select malls across the U.S. starting Dec.14.


Dec 13, 2016
Agency :
Wieden & Kennedy-Portland
Brand :
Client :
Production Company :
Here Be Dragons
Director :
Nima Nourizadeh
Group Creative Director :
Craig Allen
Creative Director :
Micah Walker / Tim Roan
Art Director :
Rob Kendall
Director, Photography :
Claudio Miranda
Executive Producer :
Patrick Milling Smith
Executive Producer :
Fredrik Montan Frizell
Executive Producer :
Samantha Storr
Technical Director :
Justin Denton
Executive Technical Producer :
Joe Chen
Line Producer :
Adriana Cebada Mora
Post Producer :
Nicole Ferraris
Production Designer :
James Chinlund
Creative Development/Executive Producer :
Angie Sun
Starring :
James Cosmo as Santa
Starring :
Ashley Madekwe as Pepper
Executive Producer/Creative Executive :
Stephen Bell
Executive Producer/Creative Executive :
J Brettvanderlmale
Executive Producer/Creative Executive :
Christian G Johnsen
Copywriter :
Derek Szynel
Integrated Production Director :
Mike Davidson

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