ABOUT

We tried to imagine what the ultimate movie experience might feel like through Sony PlayStation. The plan was to create three high-impact viral promos inspired by well-known movies, using an ‘immersive imaging’ technique.
The films use 3D projection mapping as their starting point, combined with a PlayStation Move controller tracking the camera and traditional analogue special effects. The viewer gets a supercharged experience, as the living room set is brought to life. The biggest challenge, however, was how to refer to the film releases featured at launch. We weren’t able to use footage – or even mention them by name.

Working with Found and Marshmallow Laser Feast, each film was carefully choreographed and timed to the animation sequence, so that we could capture everything in one take, with no cuts, no post production – and all in real-time.

This mind-bending project combined real-life props, pyrotechnics and ninja puppeteers, enabling us to blur the boundaries between the virtual and real.

Awards:
Gold, Ads of the World, October 2012
Winner, Best Social Video Chairman’s Award
Braves Brand Video Awards 2012
In book: Creative Review Annual 2012

Results:
The series of virals has had over 4.5 million organic views since launch, been featured on prime-time TV shows in the USA and Japan – and even made us famous in China! (Or so we’re told.)