How Thinkerbell Transformed BINGEing with Custom Candle Experiences
Thinkerbell’s ‘Scene:Scents’ campaign for streaming company BINGE, introduces a series of scented candles designed to enhance the viewing experience of BINGE Original shows by releasing specific scents matched to individual scenes.
Each candle set, carefully crafted to emit scents timed with the show, aims to immerse viewers more deeply into the narrative, transforming home entertainment into a multi-sensory experience.
Speaking to LBB, Thinkerbell's head tinker Jonny Rands, alongside creative tinkers Nic Molyneux and Ben Mann, discuss their inspiration, the meticulous process of matching scents to scenes, and the challenges faced in ensuring precise scent timing.
From the innovative design of triangular candles to the intricate spreadsheet mapping of each episode, the Thinkerbell team reveals the unique journey behind bringing multi-sensory storytelling to life.
LBB> What inspired the idea of creating ‘Scene:Scents’ to accompany BINGE shows?
Jonny> Ultimately, we wanted to lure people away from using two screens with their thumbs and bring them back to one screen with their noses.
Ben> I’m triple-screening on most occasions! But that’s seriously the challenge, BINGE have made some awesome original series, and we felt it’d go to waste if people weren’t fully engaging. So we created ‘Scene:Scents’ to heighten the intended experience.
LBB> How did you determine which scents to use for each scene in the shows?
Ben> Haha gosh, you should see our enormous Google Sheets. Stepping through every minute of every episode, detailing what's happening in the scene and what it could smell like. We let each show decide for us, identifying which scenes had prominent scents that would really amplify the scene and worked backwards from those. Throughout the creative process, the shows changed a bit so we have smell notes for many of the shows that didn’t make it. I still get a good laugh knowing Nic spent a whole weekend watching ‘FBoy Island’ only to find out on Monday we wouldn’t be doing that series anymore.
Nic> It was great.
LBB> Can you walk us through the process of designing a candle to match specific scenes?
Nic> So we thought candles would be simple. Turns out they are not. And we decided to try to make the most difficult candles ever. Michelle at First Flame was amazing for all the R&D that was required, and I'm sure she would answer this question more intelligently. To try shorthand it, we faced many challenges, the first of which was to get a shape that would work. We initially wanted a beautiful glass jar candle that would last for a TV season. Turns out that was pretty misguided because that causes the wax to pool over itself, blending all the scents. So then we went to pillar candles but found that they burned faster, making a season-length candle rather tall. So we then pivoted to episode-length candles, which would be the most accurate to burn, and we could deliver in nice box sets, reminiscent of the old VHS boxes.
Then we had to watch all these shows, spreadsheet out timecodes and scents, figure out colour schemes and test how long different colours might burn for, and how that changes when you change the scent loads, and test against different wick types…
LBB> How did you ensure the candles release their scents at the right moments during the shows?
Jonny> Throughout the process, the commitment was to create something that actually worked. So the lads watched a lot of TV and fully nosedived into the world of waxy aromas. Precision became a bit of an obsession.
LBB> What challenges did you face in creating candles with such precise scent timing?
Ben> Heaps of them, we learnt that there are five main variables you need to worry about. Wax type, dye, scent load, shape and wick type. So changing any of those can change the speed of the burn. What I’m trying to say is you bugger the data if you change any one of them. So the key was to lock as many variables off as possible as early as possible. If two sections are the same size, doesn’t mean they burn at the same speed etc. So the trusty calculator got a workout. Year 12 math finally coming in handy.
LBB> How do you think these scented candles enhance the viewer's experience of BINGE Originals?
Nic> They're designed to complement what you're watching, not get in the way. We thought that should be the goal of any good innovation – making the experience better with minimal effort or disruption to the user. We deliberately made the candles triangular to mirror the BINGE play button because we loved the idea of users being able to simultaneously hit play on their remote and their candle and simply let it do its thing.
Jonny> Smells boost our brains, jog memories, and can now add another dimension to storytelling. Design played a big role in creating something people would want to get their hands on and blend seamlessly into every living room or bedroom. We definitely looked to homewares for inspiration to keep things simple but considered.
LBB> Were there any particular scenes or scents that were especially difficult to replicate?
Ben> Trying to source some particular smells was a challenge. Come to think of it, we should have sussed the dark web! Next time, perhaps. Most scent makers design nice smells, and we were looking for, ummmm, not-so-nice smells. Our candle maker was a legend, so she was able to do her own research to land the notes we were after.
LBB> How has the audience reacted to the ‘Scene:Scents’ concept so far?
Nic> We've had lots of positive feedback. So far, the main recipients have been press and influencers, but we’re excited for more ordinary Aussies to get their hands on them and experience Scene:Scents for themselves as the project rolls on.
LBB> Do you plan to expand the ‘Scene:Scents’ concept to other shows or forms of media in the future?
Ben> That's the plan, and judging by how they've been received so far, it looks like we will. BINGE has a great pipeline of shows and movies, so we’re excited to see what else they can be paired with.
LBB> How do you see the future of sensory-enhanced entertainment evolving?
Nic> Oh, in all sorts of ways. Haptic suits are wild and definitely will change the way we experience shows if and when they become a bit more consumer-friendly. We’re a fair way off that, though.
Jonny> We’re currently working on ways of tasting ‘FBoy Island’.
