Home Gallery Interactive (image) Samsung The Night Before 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 By Alexandra Jardine; Ann-Christine Diaz. Published on Dec 13, 2016 Editor's Pick 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. Rate this Ad You must be registered to rate the ad. Please Login or Register Now About CreditsDateDec 13, 2016Agency:Wieden + Kennedy PortlandClient:SamsungGroup Creative Director:Craig AllenCreative Directors:Micah Walker / Tim RoanArt Director:Rob KendallProduction Company:Here Be DragonsDirector:Nima NourizadehDirector of Photography:Claudio MirandaExecutive Producer:Patrick Milling SmithExecutive Producer:Fredrik Montan FrizellExecutive Producer:Samantha StorrExecutive Technical Director:Justin DentonExecutive Technical Producer:Joe ChenLine Producer:Adriana Cebada MoraPost Producer:Nicole FerrarisProduction Designer:James ChinlundCreative Development / Executive Producer:Angie SunStarring:James Cosmo as SantaStarring:Ashley Madekwe as PepperEP/Creative Executive:Stephen BellEP/Creative Executive:J BrettvanderlmaleEP/Creative Executive:Christian G JohnsenCopywriter:Derek SzynelIntegrated Production Director:Mike Davidson Tagsvirtual reality CategoryWeb Film Latest Creativity News on Ad Age Creativity Top 5: The Best Brand Ideas of the Past Week English and Gartrell Join Deutsch, AKQA Hires Uttley Anomaly Taps Award-Winning Creatives on Dove, Burger King to Lead L.A. Office Related work Samsung: Teddy Bear Cheil Worldwide Samsung: Samsung Galaxy -- The Rest of Us Wieden & Kennedy Portland Samsung: Gear S3 World Choir Cheil U.K.