Created for Tribal DDB, Amsterdam, the interactive campaign promotes Philips’ latest entrant into the tv market, the Cinema 21:9. Since the television’s 21:9 frame lends itself so readily to film, Tribal DDB, Amsterdam commissioned Stink Digital to create a piece of filmed content that could hold its own with Hollywood’s best.
The film, titled Carousel, is the centerpiece of the project. On its own, it clocks in at a (coincidental) two minutes and 19 seconds, but Berg conceived it to work as an endless loop. Visitors to the microsite therefore have the option to ‘spin’ through the film’s single take shot repeatedly, to stop on a specific frame, or to watch it at the preordained speed. The film also contains embedded hotspots, which, when triggered, transport the viewer seamlessly from the heavily posted film to a behind-the-scenes version of the same shot. This constant moving between two layers of reality proved one of the project’s biggest and most ambitious production challenges. Other details of the online execution play off the cinematic theme; the microsite’s loader doubles as a credit sequence, while rich media takeover banners drive traffic to the site by teasing viewers with an original Carousel trailer.
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