The theme of the launch show for Samsung's WAVE cell phone was “Ocean”. The spectators were guided into a large room whose four walls were turned into a 360-degree media façade forming a vast canvas, where they enjoyed an opportunity to experience the world under the sea. They were then surrounded by a 3D video work presented on the room's four huge walls, giving them the impression that they'd been invited to the very depths of the oceanic kingdom.

The media façade used for the WAVE launch show did not feature ordinary beam projection but rather a next-generation technique that helped make possible 3D screening of the walls of the event hall and present 3D moving images on them, fascinating the viewers with a remarkably powerful 3D effect consisting of protruding or sunken walls. The moving images of the media façade were completed after an elaborate working process to make them appear as close to reality as possible, resulting in a work that created a sense of depth and dynamic movement, allowing viewers to feel as if they were actually visiting the world under the sea and exploring its wonders.