Netflix It’s What’s Inside: The Game

Problem

Movie marketing is passive by default. You watch a trailer. You might watch the film. The Netflix release, It’s What’s Inside, presented an opportunity to engage audiences in a new way. Partnering with us, Netflix set out to blur the lines between the world of the film and the viewers' own reality.

Background

The release of the new Netflix film presented an opportunity to engage audiences by blurring the lines between film and reality.

Ambition

To promote the film through an experience that invited people to participate and engage, giving audiences a way to inhabit the film’s world.

IDEA We brought the body-swapping machine to life

We ideated a game where up to six friends take on the voices and visual likenesses of one another, from the shoulders up. Like the characters in the film we’re promoting, you dare to play, the machine learning does the rest. The game is simple: impersonate your friends well enough that nobody knows who is who. Computer-generated voice and face modelling working as one, turned what the film imagined into something you could play. Surreal. Unsettling. Hard to stop.

A game where you become your friends.

Role

Machine learning and AI development
01

Machine learning and AI development

Developed the core machine learning technology, powering the body-swapping experience with computer-generated voice and face modelling.

Digital experience design
02

Digital experience design

Designed the game’s mechanics and immersive interface, balancing the playfulness of the concept with the unsettling themes at the heart of the story.

Result

The game became an entertainment experience in its own right. What started as a promotional tool became a cultural moment, with audiences returning to play rather than simply watch.

  • Winner

    Snapchat AR Specialty Award

  • Grand Clio

    Digital & Mobile

  • Gold

    Innovation

  • Silver

    Digital & Mobile

  • Bronze

    Digital, Mobile & Social Media

  • Bronze

    New Reality

  • Bronze

    Digital Craft

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IDEA We brought the body-swapping machine to life