Monday, May 18, 2009


Created by TRIBAL DDB and STINK DIGITAL, this new interactive campaign promotes PHILIPS latest entrant into the television market, CINEMA 21:9.

Since television's 21:9 frame lends itself so readily to film, TRIBAL DDB, Amsterdam commissioned us to create a piece of filmed content that could hold its own with Hollywood's best.

Director ADAM BERG responded with an idea for an epic "frozen moment" cops and robbers shootout sequence that included clowns, explosions, a decimated hospital and plenty of broken glass and bullet casings.

This epic film is the centrepiece of the interactive experience.

On its own, it clocks in at a (totally coincidental) two minutes and 19 seconds, but Tribal briefed Berg on an endless loop.

Visitors to the microsite (below) 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.

The Philips Carousel -- Cinema 21:9

Want to see go behind-the-scenes and find out how the spot was produced? Check this out below.

Dave Skowronski, thanks for the post.

[This is super cool!]

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