Life is a Carousel for Philips

Here’s something that really appeals to all of us at Campaign Brief. Created for Tribal DDB, Amsterdam, this awesome interactive campaign promotes Philips’ latest entrant into thetelevision market, the CINEMA 21:9.

Since the television’s 21:9 framelends itself so readily to film, Tribal DDB, Amsterdam commissionedStink Digital to create a piece of filmed content that could hold itsown with Hollywood’s best.

Stink Digital director Adam Berg respondedwith an idea for an epic ‘frozen moment’ cops and robbers shootoutsequence that included clowns, explosions, a decimated hospital, andplenty of broken glass, bullet casings and money. The film, titled Carousel, is the centre piece of the project.

On itsown, it clocks in at a (totally coincidental) two minutes and 19seconds, but Berg conceived it to work as an endless loop. Visitors tothe microsite therefore have the option to ‘spin’ through the film’ssingle take shot repeatedly, to stop on a specific frame, or to watchit at the preordained speed.

The film also contains embedded hotspots,which, when triggered, transport the viewer seamlessly from the heavilyposted film to a behind-the-scenes version of the same shot. Thisconstant moving between two layers of reality proved one of theproject’s biggest and most ambitious production challenges.

Otherdetails of the online execution play off the cinematic theme; themicrosite’s loader doubles as a credit sequence, while rich mediatakeover banners drive traffic to the site by teasing viewers with anoriginal Carousel trailer.

 All aspects of the production, from the film shoot to web design anddevelopment, were conducted by Stink Digital and Tribal DDB Amsterdam.