Samsung VR technology campaign sees father witness birth of child in ‘virtual reality birth’

Samsung’s newest ad campaign is highlighting the benefits of virtual reality, with the technology brand helping an Australian mining worker to witness the birth of his son from 4,000km away.

The campaign, created by Leo Burnett, conducted what it claimed was a “world-first live streaming virtual reality (VR) birth” by helping father and ‘fly in, fly out’ electrical contractor Jason Larke to experience the birth of his son in Perth, despite being away from his family at work in Chinchilla, a remote Queensland town, using Samsung’s Gear VR headset.

“We are connecting people in ways never before thought possible to ensure Aussies don’t miss those significant moments which life is really all about,” said Arno Lenior, chief marketing officer.“The Samsung Gear VR technology is exciting, but what we are even more proud of are the amazing, emotion-charged experiences made possible by eliminating physical and geographic barriers and delivering new ways to experience immersive content.”

The six minute advertisement is part of part of Samsung’s ‘LifeLIVE’ campaign, which demonstrates the ability of new technology connecting people in ways that create powerful and emotive shared experiences that wouldn’t otherwise exist.

Andy DiLallo, chief creative officer at Leo Burnett Sydney, said: “This goes beyond what the technology does and how it works – it’s about how it touches and changes peoples’ lives in new and compelling ways by allowing them to be part of experiences that they would otherwise miss.

“In Jace and Alison’s story, that was sharing the miracle of birth through the miracle of technology.”

The campaign has received saturation media coverage from the likes of The Daily Telegraph, Daily Mail, SMH, Nine, Seven, Mashable and a number of overseas publications.



  • Chief Marketing Officer: Arno Lenior
  • Head of Marketing Communications: Ian Bell
  • Group Marketing Manager: Ana Vrinat
  • Marketing Manager, TELCO: Bianca Da Silva
  • Assistant Marketing Manager, DI: Michelle Carter
  • Head of Corporate Affairs:    Richard Noble
  • Corporate Affairs Manager: Shaneez Johnston


  • Chief Creative Officer: Andy DiLallo
  • Worldwide Chief Creative Officer: Mark Tutssel
  • Executive Creative Director: Vince Lagana
  • Executive Creative Director: Grant McAloon
  • Creative Director: Sharon Edmondston
  • Creative Director: Misha McDonald
  • Art Director: Vince Lagana
  • Copywriter: Grant McAloon
  • Executive Producer: Jeremy de Villiers
  • Design: Bruno Nakano and Jason Young
  • Client Services Director: Amanda Quested
  • Business Director: Laura Dowling


  • Production Company: Rapid VR
  • Director (Perth): Dave Klaiber
  • Director (QLD): Taylor Steele
  • DOP (Perth): Earle Dresner
  • DOP (QLD): Ben Nott
  • Executive Producer: Susannah DiLallo
  • Casting Director: Toni Higginbotham Casting
  • VR Specialist: Dan White
  • Production Manager (Perth): Lizzi Topen
  • Production Manager (QLD): Garrett Robinson
  • Production Manager (SYD): Catherine Warner
  • Focus Puller (Perth): Eamon Dimmitt
  • Focus Puller (QLD): Jeremy Donohoe
  • Data Wrangler (QLD): Kareem Anti
  • Gaffer (QLD): Matthew Slattery
  • Sound (Perth): Trevor Hope
  • Sound (QLD): Paul Jones
  • Runner (Perth): Matt Hodgkinson
  • Runner (QLD): Ashley Hooker


  • Music Soundtrack: All I want
  • Band: Kodaline
  • Sound Mix: We Love Jam


  • Chief Operating Officer Matthew Gain
  • Associate Director Carla Webb
  • Senior Account Manager Kate Spencer
  • Technical Product Specialist Matthew Wu


  • Account Director: Jacqui Purcell
  • Digital Account Director: Angelique Crusius

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