Samsung captures PayPal Melbourne Fashion Festival graduate showcase with ‘Walk the Night’ activation via CHEP Network and Scoundrel

To champion young Australian designers at PayPal Melbourne Fashion Festival, Samsung Electronics Australia with CHEP Network and Scoundrel launched ‘Walk the Night’ Presented by Samsung Galaxy, a National Graduate Showcase parade in near total darkness illuminated for guests through the Galaxy S22 Series and its low light camera capabilities.

With a runway and set designed by installation artist and director James Dive, ‘Walk the Night’ Presented by Samsung Galaxy took place in near total darkness, with the only illumination coming from glowsticks on parachutes falling from the ceiling. While the parade unfolded, Samsung Galaxy S22 series devices captured all of the garments, broadcasting the action onto screens above.

Says Eric Chou, director of product and marketing, Samsung: “The Galaxy S22’s low light capabilities are the best we’ve ever had in a device, and an activation with PayPal Melbourne Fashion Festival felt like the perfect opportunity to showcase an incredible product innovation.”

Featuring garments from eight of the country’s top graduate fashion designers, the runway show was just as much a showcase of their work as it was of the Galaxy S22’s Nightography.

Says Cameron Dowsett and Mark Tallis, creative directors at CHEP Network: “The Galaxy S22 Nightography capabilities felt like a great opportunity to shine a light on these amazing fashion graduates. Plus it’s a fashion festival, so we thought we’d try to make pitch black the new black.”

The campaign extended into an on the ground activation at PayPal Melbourne Fashion Festival, produced by Traffik Group. Guests were given Galaxy S22 Ultras on arrival and led through a series of rooms designed to put Nightography to the test. In almost complete darkness, the space was filled with waterfalls and pulsating lighting, ambient soundscapes, visual art and an in-person look at the graduate showcase.

Following the film and activation, the campaign is being supported across digital, social, OOH and media integration.

Samsung Australia
Eric Chou, Director of Product & Marketing
Joanna Baxter, Head of Marketing Communications, MX
Lucy Tickner, Lead Events & Experiential Marketing Manager
Lilly Lloyd, Marketing Executive,
Alexander Campbell, Social Media Marketing Lead
Connie Chan, Social Content Lead

Creative & Media agency: CHEP Network
Activation agency: Traffik

Production Company – Scoundrel
Director – James Dive
Executive Producer – Adrian Shapiro
Producer – Morgan Benson-Taylor
DOP – Tim Tregoning
Production Designer – Aaron Crothers
Hair & Makeup – Annabel Barton & Chris Coonrod
Wardrobe – Matt Stegh

National Graduate Showcase designers
Michelle Li, RMIT
Kritikon Khamsawat, RMIT
Carol Yang, RMIT
Hugo Stynes, White House Institute
Ruby Pedder, UTS
Yongbin Zhang, RMIT
Nuoqi Shen, RMIT
Maddison Robinson, UTS
Odile Zheng, RMIT
Carolina Hegeman, RMIT

Post Production: The Editors
Post Producer: Liv Reddy
Editor (60sec): Mark Burnett
Editor (30sec, 15sec & 10s): Harry Learoyd
Edit Assist: Harrison Carr
Colourist: Andy Clarkson
Online Ops: CB, Viv Baker, Heather Galvin, Matt Edwards

Music By Sonar Music
Composer: Jono Ma
Music Producer: Josh Pearson
Executive Producer: Sophie Charlotte Haydon