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Netflix - It’s What’s Inside - The Game

Netflix
05/11/2024
Advertising Agency
London, UK
5
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Agency / Creative
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Insight


While watching a sci-fi film, one can’t help but wonder, what if this were real?


In Netflix’s new film, It’s What’s Inside, that curiosity deepens as characters engage in a body-swapping game with their friends, using futuristic technology.



Idea


A body-swapping machine is brought to life in a uniquely curated, eerie digital experience.


In this playful game, friends adopt the voices and visual likenesses of one another from the shoulders up, taking on new personas and challenging each other to guess who is who. The experience offers a surreal twist on social interaction, turning friends into replicas in a genre-bending journey of impersonation.

Powered by machine learning, up to six friends can take on the voices and visual likenesses of one another. A mix of computer-generated voice and face modelling turned what was once considered sci-fi into an immersive interaction. All images and voices collected are deleted as soon as each match ends.

The pseudogänger concept invites visitors to explore identity by interacting with each other as someone else, blurring the lines between reality and digital personas. It echoes the film’s unsettling themes of artificial intimacy and identity distortion.



Impact


The platform amplifies the It’s What’s Inside film but has also become an entertainment piece, contributing to the new title’s ecosystem.


This experience amplifies the film’s reach and deepens audience engagement by integrating them into its narrative, paving the way for heightened interest and anticipation leading up to the film’s release.

About AKQA UK

AKQA is a design and innovation company that employs over 6,500 professionals across 20 countries. Named Digital Agency Global Network of the Year in Campaign’s 2023 Global Agency of the Year Awards, AKQA was also awarded the Cannes Lions Grand Prix for Digital Craft in 2023, and the Grand Prix for Design in 2021. In 2023, AKQA was recognised as a winner in Fast Company’s Innovation by Design Awards. AKQA also won Fast Company’s World Changing Ideas in 2021, and 2022 and led Gartner’s research into global marketing agencies in 2021.

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