Iris > Case Studies > A Moon For All Mankind: Samsung's Innovative VR Experience

A Moon For All Mankind: Samsung's Innovative VR Experience

Technology Category

Analytics & Modeling - Virtual & Augmented Reality Software
Wearables - Virtual Reality Glasses, Headsets & Controllers

Applicable Industries

Telecommunications

Applicable Functions

Product Research & Development
Sales & Marketing

Use Cases

Virtual Reality

About The Customer

The customer in this case is Samsung, a multinational conglomerate known for its wide range of electronic devices. Samsung is renowned for its innovative approach to technology and its commitment to pushing the boundaries of what is possible. In this project, Samsung aimed to leverage its advanced technology to create an immersive VR experience that would allow users to experience what it's like to walk on the moon. This initiative aligns with Samsung's brand promise 'Do what you can't', demonstrating the company's commitment to innovation and the creation of unique user experiences.

The Challenge

Samsung, in collaboration with Framestore, Mannetron, and NASA, embarked on a two-year mission to push the boundaries of what a Samsung phone can do and make the experience of walking on the moon accessible to everyone. The challenge was to create a state-of-the-art lunar gravity rig that could simulate the experience of being on the moon, making users feel as if they weigh just 1/6th of their weight on Earth. The team, comprising VFX specialists, simulator engineers, and NASA scientists, aimed to create a 4D lunar gravity virtual reality (VR) experience that was both visually and physically immersive.

The Solution

The team introduced 'A Moon For All Mankind' (AMFAM), the world's first 4D lunar gravity VR experience. Using the Samsung Galaxy S9+ and Samsung Gear VR powered by Oculus, users could immerse themselves in a VR experience that accurately recreated a moon mission. The CGI environment was modeled on NASA's lunar topographical data, allowing people to see the Earthrise in VR and explore the most accurate model of the moon's surface to date. Sensors attached to the flight suit tracked and replicated body movements in the VR environment, giving users the freedom to complete a discovery mission in lunar gravity and place their custom-designed flag wherever they chose.

Operational Impact

The AMFAM experience was launched under embargo at the 2018 Winter Olympics and Mobile World Congress, and was later made available to the public at Samsung’s flagship 837 store in New York City. The project was a significant achievement in experiential and VR marketing, demonstrating the potential of VR technology to create immersive and realistic experiences. The project also showcased the capabilities of Samsung's devices, reinforcing the company's position as a leader in the field of technology and innovation. The success of the project is evident in the significant reach and impact it had, both at the Mobile World Congress and on social media.

Quantitative Benefit