Following comprehensive lab tests, the magazine awarded Samsung Electronics’ 65-inch Q9F a rating of 920 on a 1,005-point scale – the highest score it has ever granted. Samsung QLED TV was honored for its advanced specs, smart features and versatile design, which together create the seamless viewing experience that Samsung has dubbed ‘Lifestyle TV’.

Samsung earned its score by thinking outside the box (or screen, as it were), not only optimizing QLED TV’s picture quality, but also honing the televisions’ form and components to simplify use and allow the devices to blend in in any home.

Products of this approach include QLED TV’s Invisible Connection cable, No Gap Wall Mount and refined One Remote Control, which earned high marks in the Innovation category of the evaluation. Other features designed to complement users’ living rooms include QLED TV’s boundless, 360° design and stylish array of stands.

The ability to offer a premium viewing experience while enhancing the user’s living space is at the core of Samsung’s Lifestyle TV range. In addition to QLED TV, this lineup includes The Frame, an intelligent display that doubles as a work of art, exhibiting artworks or the user’s personal photos when powered off.

Samsung QLED TV is the first product reviewed by Video Magazin to receive high marks in all three of its evaluation categories. In addition to Innovation, QLED TV received a high score in the Reference category, for its luminosity, innovative cable solution and signal processing, as well as the Highlight category, for its brightness, deep blacks, wide viewing angles, and ability to achieve 100 percent color volume.

Together, these features demonstrate how Samsung designed QLED TV with users’ lifestyles in mind, to redefine how the world experiences television.

From left: Marc Mathieu, Chris Brewin, Jake Silverstein, Chris Milk

As the world’s largest gathering of creative, marketing and advertising professionals, Cannes Lions is not only an occasion to celebrate successful campaigns but also to discuss and debate hot topics, new ideas and emerging trends in the industry.

This year was no different, with virtual reality (VR) being a key theme of the event’s sessions, presentations and experiences.

Samsung was a major participant in the discussion, hosting a seminar held under the theme “VR Changes the View” on June 22.  The seminar aimed to illustrate how VR and 360-degree video will reimagine the ways we express creativity, engage culture and experience compassion.

Samsung Electronics America Chief Marketing Officer Marc Mathieu moderated the seminar, which was attended by some 500 participants. Noting that VR is “the biggest thing since the creation of cinema,” Mathieu introduced some of Samsung’s current VR projects, including a 4D theater in Rio that brings Olympics fans up close and personal with their favorite athletes.

“It used to be that seeing was believing,” Mathieu stated. “But now it’s about the experience. Now, experiencing is believing.”

He then called upon industry leaders to discuss and demonstrate the power and potential of the emerging media in improving healthcare, transforming journalism and reshaping storytelling. Among them included Dr. Chris Brewin, Professor of Clinical Psychology at University College London, Jake Silverstein, Editor in Chief of The New York Times Magazine, and Chris Milk, Founder and CEO of Within and Founder and Creative Director of Vrse.works.

Virtual Reality Therapy

Dr. Chris Brewin was the first to share his insights, discussing some of the studies he and his team have partaken in to determine the effects of VR on depression, including those involving Avatar Embodiment.

This method, which has emerged from neuroscience and computer science, allows viewers to self-identify with an avatar by experiencing the world from the avatar’s perspective via a VR headset.

Embodiment has already been shown to produce changes in attitudes that reflect the virtual body being used. Brewin believes this virtual reality-powered technique could potentially enhance Compassion Focused Therapy, a technique in which patients imagine interactions with compassionate people who provide protection, reassurance or soothing.

“What we are seeing here is one of the first generations of mental health intervention that is going to use the unique opportunity of virtual reality,” Brewin stated.

The professor explained that preliminary experiments have been effective in boosting feelings of self-compassion and improving levels of depression by one-third. Although results are not conclusive, Brewin said that VR seems to be the most likely explanation, adding, “In our future work, we want to translate this initial proof of concept into a proper therapy.”

A Fresh Perspective

In addition to helping people regulate negative internal emotions, VR is also creating a sense of presence in journalism to transform people’s perspectives about the world around them.

Jake Silverstein explained how by showcasing the various ways The New York Times Magazine is implementing virtual reality.

The company’s first venture into the new medium was NYT VR, an app that puts readers at the center of the magazine’s biggest stories through immersive 360-degree video experiences. At the app’s launch, the publication distributed cardboard VR viewers to all one million of its home delivery subscribers to debut its first film, creating a “mainstream moment” for virtual reality.

Through its efforts, the company was able to generate in its readers a sense of presence, an industry term that refers to the sensation of being in a scene depicted by a medium such as VR. This presence, Silverstein believes, will allow people to more deeply understand the people, places and experiences in their lives.

Other examples of the ways the magazine is enabling its readers to experience presence include films that transport them to American presidential campaigns, to the top of the World Trade Center in New York and even to the icy surface of Pluto.

“VR is a brand new medium,” Silverstein said. “And the opportunity to forge a new part of the language is there for every person, every brand and every creator who picks up a camera.”

The Changing Language of Storytelling

Finally, Chris Milk, one of the leading lights in the field of virtual reality storytelling, discussed the progression from thinking away from a screen and stepping into a story.

“Storytelling in virtual reality is about putting people within a story. To make all of you the hero of these stories,” Milk explained. “No longer are we looking at external worlds and realities through rectangles on walls.”

Milk and his team are building the technology and content that are making VR accessible to the masses. In doing so, they are subsequently rewriting the rules of entertainment, all the while reshaping the ways in which we connect and communicate.

“VR will be the democratization of human experience much in the same way that the Internet led the democratization of information,” Milk noted in his presentation.

In the meantime, he says, the companies are focusing on working with some of the most talented creators across all industries to help shape how VR can be “the next gold standard for storytelling.”

The entire seminar audience simultaneously experiences virtual reality—a first at the Cannes Lions festival.

Today Samsung Electronics America launched Samsung Creators, a new initiative that empowers storytellers, partnering with them to generate content across a variety of audiences and channels to show everyday creators what’s possible with Samsung VR technology.

“We want to bring the power of VR technology directly to the people,” said Samsung Electronics America’s Chief Marketing Officer Marc Mathieu. “To help creators learn and perfect the art of VR storytelling, we’ve built an entire VR ecosystem that pushes beyond the frame and empowers them to develop unforgettable, immersive stories, and inspires us all to do the same.”

At VidCon—and, beyond—Samsung Creators will provide seminars and classes, putting VR capabilities in the hands of filmmakers and influencers, further accelerating this new medium. Leading into VidCon, Samsung Creators is working with Casey Neistat to spotlight emerging creators from YouTube and push the creative boundaries of 360 video storytelling. This special curation of content will premiere at VidCon.

In July, Samsung Creators will launch a competition, challenging aspiring, indie filmmakers and creators to develop VR / 360 content, using Samsung’s VR products.  Ten winners will be chosen, one from each of the following ten categories:  Music, Auto, Science and tech, Gaming, Travel, Fashion, Culinary, Cause-related, 4D and Sports.

For more information about Samsung Creators, please visit www.samsungcreators.com

Samsung VR and Samsung Gear 360 Updates

In addition, today Samsung launched Samsung VR– formerly known as Samsung Milk VR – which now supports user generated content. Creators can load their own 360-degree videos to the Samsung VR platform for sharing and for the first time view them in Samsung Gear VR. For more information about uploading content to Samsung VR, please visit https://samsungvr.com

Samsung Gear 360 also launched in the U.S. today, an affordable, high-resolution camera developed for storytellers to create their own 360-degree videos for mobile viewing and VR content for Samsung Gear VR, powered by Oculus. The Gear 360 is priced at $349.99 in the United States and will be available for purchase on a limited basis during VidCon in Anaheim, California. Details about additional availability will follow later in the year. For more information about Gear 360, please visit www.samsung.com/gear360.

With these announcements, Samsung delivers the first end-to-end VR ecosystem that enables creators to shoot, stitch and share like never before.

For people who want to document their memories in new, creative ways, the Samsung Gear 360 offers numerous fun and practical usability options. This video shows how one couple seamlessly connected the Gear 360 to a wide range of camera accessories on their camping trip to capture precious times together in wide, detailed panoramas.

With its universal tripod hole, the Gear 360 can be attached various third-party accessories, such as selfie sticks, drones and helmet mounts, depending on users’ needs. And the fun does not stop there. You can take the Gear 360 for a spin on a car or a bicycle using a camera dock, and attach the device to guitars or other instruments with a clamp.

The Gear 360 transforms the way people share and save valuable moments – and allows people the ability to delve straight back into the action. Check out this 360 video, compatible not only with the Gear VR, but also PCs and smartphones. Watch how this couple used the Gear 360 on a camping trip to create footage they will never forget!

*For optimal viewing, use the YouTube application to watch 360˚ videos on your mobile device.