Samsung’s US hotshot explains why.

Samsung is bringing virtual reality (VR)  to the masses by opening an experiential space in New York’s Meatpacking District. In an interview with Adweek, the company’s creative head, Jesse Coulter who oversees marketing strategy and ad campaigns in North Americ, explains why Samsung is betting big on VR.



According to Coulter, Samsung believes that VR represents the next frontier of storytelling.

“Our technology is a catalyst to spark inspiration with this new medium, but we have an important role to play in developing the content, too. We’re spearheading collaborations with some of the best filmmakers and studios in the business—Skybound Entertainment, the NBA, 20th Century Fox, Vrse, Vice, The Wall Street Journal, Funny or Die and Sundance—to give consumers fun, interactive experiences through VR. Ultimately, we want to not only tell and show people what it is, but why it matters. Our goal is to democratize VR. We want everyone creating and pushing this medium forward.

Coulter describes Samsung 837, its Marketing Center of Excellence, as a cultural destination and digital playground.

“It’s a physical manifestation of the Samsung brand: the intersection of humanity, technology and culture that underscores how Samsung’s full portfolio of signature services and technology, ranging from mobile devices to home appliances, can make your life more awesome,” he said.

Coulter is also the chair of the 2016 Clio Awards’ new Brand Jury evaluating submissions in the Innovation & Integrated Campaign mediums.

What excites me is how brands are pushing the boundaries in how and where they tell their story—everyone needs a new playbook. It’s an exciting time to embrace change, not fight it,” he said.