Samsung teams up with DL to present immersive 3D photo hotspot

Samsung has partnered with local creative team DL (「電笠」) and computer graphics (CG) production house FATface to present Impossible Gifting Factory, a massive outdoor “immersive 3D” new photo hotspot in Central to offer an ultimate visual experience to the audience. 

Launched on 22 December 2022, the photo hotspot is situated on the ultra-massive Samsung outdoor curved screen that wraps around the façade of Entertainment Building in Central.

A large-scaled holiday-themed programme is produced on the hotspot with the latest cutting-edge technology, starring robots performing on the busy street all sorts of electrifying hip-hop breakdancing motion mid-air and handing out virtual presents in their extended arms. 

For the characters, Samsung used the nutcracker robots, reindeer and snowmen designed by DL. When being assembled, the nutcracker robots instantly spring into break-dancing motion, performing a variety of truly wonderful dance moves in a festive setting by busting out complex moves such as the freeze, the power moves and the flip. They will extend their arms and feet beyond the screen to create an ultra-realistic 3D experience. In the animation, the nutcracker robots will stick their heads beyond the screen, pick up presents and gesture to give them to the audience.

Furthermore, Samsung’s advanced computer technology and computing applications were used for the animation to reimagine these characters as ultra-3D robots with extremely high levels of visual details.

As part of a combination of creativity and technology, the special effects of this holiday-themed 3D animation are truer to life in honour of Samsung’s brand ideology – turning the impossible into the possible – which is fused into this production. 

In an effort to promote creativity and the diversification of the creative industry, Samsung is collaborating with FATface, the CG production house behind the highest grossing Chinese-language movies in the history of Hong Kong for this initiative. 

The collaboration demonstrates the boundless creativity of local creative teams while serving as a prime example of collaboration between local teams and multinational corporations. It aims to prove itself to be a driving force for the further diversification of the local creative industry and will open up more opportunities for showcasing its achievements.

Back in November 2022, Samsung teamed up with SHOUT Gallery, a contemporary pop art gallery, to launch “The Frame Digital Art Gala II”, in an effort to promote Hong Kong’s digital art scene.  The collaboration unveiled a new chapter of diverse digital art by local and international artists, including Szabotage, Wing Chan, Leon Lollipop, Eric Chow, Clayton Chau and Wing Lo.

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