Samsung: Experiential Event

When journos go to a tech launch, it's often predictable. So when Samsung asked us to do a press launch for a new TV we swerved the expected, hooked into culture, and gave journos something decent to write about.

On a personal note, it was quite a ride! I couldn't have got through it without my creative partner Jonny Kelly, who kept me sane. We got to work with perceptual artist Michael Murphy in New York, music experience architects Cercle in France, DJ duo Gorgon City in Croatia, and IMN Creative Studio in LA, all culminating in a stunning show at London's Saatchi Gallery.

As a side note: I nearly met my end in Croatia, when a wild horse made an unexpected appearance in front of my dodgy scooter at 40mph down a mountainside in the dark with a 6ft 3 creative director shouting in my ear riding pillion behind me!

All very bonkers and brilliant.