Directed by Ben Steiger Levine (So Called) and Martin Allais (Oreo’s “Wonderfilled Anthem”), Samsung’s new two-minute spot “Holiday Dreams” breaks up its story onto 74 different Samsung screens, from a 2-inch smart-watch to a 65-inch curved HDTV.

Impressively, the commercial was shot in real-time, a process that required the synchronization of dozens of screens with film cameras moving through the installation space. This behind-the-scenes clip show the complexities of the production:

It’d be interesting to see this idea adapted into a real installation project that allows people to walk through an immersive animation environment.