The key challenge for this promotional piece was differentiating from similar campaigns that focused on how far film has come.

The solution was to focus not on how movies have changed over time, but how the audience experience has. We visualized a chair that could transform as it transitioned between different environments, showing how broad the market has become for the Fox brand. We opened with a reference to one of their most recognizable properties of the past and closed with a huge and diverse array of what’s up and coming.

To create a montage spot for FOX’s Blu-ray booth at CES 2008, we built a Blu-ray city, integrating panels showcasing footage of the year’s blockbuster films with “real life.” Characters from the films and games came to life, emerging from the panels to interact with the three different areas of the city we had constructed.