Leo Burnett, together with production company Flying Fish, has created a new locally shot campaign for Samsung Electronics Australia.

The campaign, Immersion, aims to illustrate how Samsung Smart TVs help redefine the television viewing experience according to Lambro Skropidis, head of corporate marketing for Samsung.

Set around a couple watching the new flagship Series 8 Smart TV, the creative develops their surroundings, transformed into a real life representation of what they are watching on television - suddenly finding themselves in a corporate box at the football or being part of the film Gullivers Travels which they are watching in HD 3D.

The projective mapping technology in the campaign used seven separate projectors to beam images into the room to visually showcase the four key pillars of Samsung’s new range - high definition picture quality, design, full HD 3D picture technology and Smart Hub, which allows the TV to connect to apps such as BigPond Movies.

The spot will air backed up by a heavyweight launch campaign across multiple media channels and run from early June.