Cinemax Cinemas Digital, Design & Branding, Case study Outcast Interactive Trailer: “Possession Begins” [image] by Campfire At Sapientrazorfish, SapientNitro New York

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Outcast Interactive Trailer: “Possession Begins” [image]

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Industry Cinemas, Theatres & Concert Halls
Media Digital, Interactive & Mobile, Design & Branding, Case study
Market United States
Agency Campfire At Sapientrazorfish
Chief Creative Officer Mike Monello
Creative Director Nick Braccia
Art Director Dylan Werner, Emily Culberton
Senior Art Director Kade Roybal
Senior Copywriter Micky Treutlein
Agency SapientNitro New York
Production Apollo Studios
Production Dinahmoe
Released October 2016

Awards

Cannes Lions 2017
Digital Craft Function: Design; Construction; Experience: User Experience Design (UX) Bronze Lion

Credits & Description

Title: Outcast Interactive Trailer: “Possession Begins”
Agency: Campfire At Sapientrazorfish
Brand: Cinemax
Country: USA
Entrant Company: Campfire At Sapientrazorfish, New York
Advertising Agency: Campfire At Sapientrazorfish, New York
Production Company: Apollo Studios, Montréal / Dinahmoe, Stockholm
Creative Technologist: Mark Harris (Campfire At Sapientrazorfish)
Art Director: Dylan Werner (Campfire At Sapientrazorfish)
Art Director: Emily Culberton (Campfire At Sapientrazorfish)
Chief Creative Officer: Mike Monello (Campfire At Sapientrazorfish)
Creative Director: Nick Braccia (Campfire At Sapientrazorfish)
Senior Art Director: Kade Roybal (Campfire At Sapientrazorfish)
Manager Producer: Julie Pontecorvo (Campfire At Sapientrazorfish)
Senior Copywriter: Micky Treutlein (Campfire At Sapientrazorfish)
Associate Technologist: Adam Paikowsky (Campfire At Sapientrazorfish)
Account Coordinator: Lauralee Bent (Campfire At Sapientrazorfish)
Client Services Director: Jen Villany (Campfire At Sapientrazorfish)
Senior Manager Interactive Program Management: Zach Bolton (Campfire At Sapientrazorfish)
Manager Producer: Cassandra Robertson-Reuter (Campfire At Sapientrazorfish)
Vp Client Services: Jeremiah Rosen (Campfire At Sapientrazorfish)
Vp, Consumer Marketing: Jason Mulderig (Cinemax)
Evp, Brand & Product Marketing: Chris Spadaccini (Cinemax)
Manager, Brand Marketing & Program Advertising: Emily Carr (Cinemax)
Execution:
Our client, Cinemax, wanted to further establish its reputation for quality genre programming with the premiere of their new show, Outcast, from Walking Dead creator Robert Kirkman.We asked fans to don headphones and enable their webcam. The moment fans closed their eyes, our cutting edge eye-tracking technology triggered the binaurally-recorded virtual audio story to play through their headphones. Outcast’s demon whispered in their ears. They heard the visceral sounds of bones cracking, and flesh tearing. Even loved ones trying desperately to exorcise the demon. We created this hyper-realistic soundscape through live, binaural recording, so that every fan feels like they’re trapped with this evil presence. And as fans opened their eyes to get away, our tech would catch it, and they’d see horrifying visions that mirrored moments from their possession--one of ten intense video montages created from show footage. By the end, there was no doubt Outcast’s new breed of evil burrowed deep into fan’s minds.To ensure the experience scaled, we adapted and optimized it for mobile, where an intuitive and simple long-press allowed fans-on-the-go to shift seamlessly between the virtual audio story and the dark visions. Finally, we designed the experience to be embeddable on partner sites. Additional Executional DetailsThe virtual audio narrative was recorded on a set, with real distance and dimension, not composited. 100% show footage with custom treatments and motion graphics — no shoot required.Total Production Timeline: Six Weeks.
Campaign Description:
Imagine a story so frightening, it makes you afraid to open your eyes and afraid to close them. This was the premise “Possession Begins,” an interactive trailer controlled by the user’s eyes. When people close their eyes, they’re immersed in the virtual audio story of their possession by a terrifying demon. If they open their eyes to escape his grasp, they see horrifying possession imagery, their mind altered by his dark power. There is nowhere to hide.