An interactive campaign by Spitfire Films to promote Fox International Channels
surprised cinemagoers when they were made to feel a part of the promotion. The
activation, directed by Andrew Kyriakou and created by creative agency Ireland
Davenport, earned the content creation studio Gold Awards in the Best Special Event
Promo and Most Outstanding Promo of the Year on 22 November at PromaxBDA Africa 2013 – regarded
as the most prestigious award for a creative venture in this field.
Thandi Davids, regional director at Fox International Channels says: “As a client, we
are extremely happy with the execution and general response from those who have
engaged and viewed activation.’
Liesl Karpinski, executive producer for Spitfire films explains: “We shot a 90-second
crime scene resembling a blockbuster movie trailer and then created an invisible
crime scene inside the cinema. At the end of the trailer, one of the characters
shone a UV light at the scene, effectively making the actual cinema the crime scene.
Hidden cameras were set up inside the cinema capturing the unsuspecting audience’s
reactions.’
Kyriakou adds: “The project was a multi-phased operation. First we had to produce a
Hollywood-like movie trailer that would surprise the audience with an interactive
experience or “activation’. Secondly we had to capture their reactions as it played
out in the cinema with a live audience. The shoot involved a long single take, which
combined careful choreography of performance, camera movement and lighting
effects. All these elements had to be perfectly timed.’
The result was that viewers were astonished by the fact that what they were
involved with what they were seeing on screen.
Anthea Weber, creative director at Ireland Davenport says of Kyriakou: “His
interpretation was spot-on and he went above and beyond what was expected in
bringing this script to life.”
Shot using a Sony F5, mounted on a Steadicam, in RAW mode and shooting in
straight and UV spectrum light, the on-screen activation tested technical
boundaries. Composer Fabian Sing and his Tigerfight Music team created the
soundtrack which created the right mood and tone for the activation.
Visit: http://youtu.be/MsbSF6mneNQ to view the Fox Crime cinema activation.
