Samsung decided to promote the highly anticipated launch of the new Galaxy S4 smartphone in Ireland by commissioning a customised projection show, to showcase the devices features and applications. The phone was launched in tandem with the second annual Samsung 10k Night Run, in which thousands of athletes took part running through the closed streets of Dublin City Centre on 28th April 2013. The client chose the front facade of The CCD to project onto, as it was such a prominent landmark on the route of the run.