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Netflix - Bright

THE BRIEF

Netflix approached us looking to create an innovative blockbuster campaign that positioned ‘Bright’ as a fun, action-packed rollercoaster ride showcasing superstar Will Smith.

The production map outlining the position of each element in the canal transformation.

The production map outlining the position of each element in the canal transformation.

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THINKING

The weather in Amsterdam in December makes it a difficult time to enjoy being outdoors, so we knew that our best shot at bringing local attention to an activation would be to tie into the biggest outdoor holiday tradition, the Amsterdam Light Festival. Since December is also the time of year when the sun sets the earliest, we saw the perfect opportunity to ‘Bright’-en up the darkest nights of the season.

THE IDEA

Using laser projections, local graffiti artists, and hundreds of LED lights, we transformed the Prinsengracht canal into Amsterdam’s ‘Bright’-est night. The area was staged as a continuation of the Amsterdam Light Festival, and plunged audiences seemingly straight into the set of the movie itself, complete with 3D laser projection of the movie’s main characters running and flipping across boat-house roofs in an epic chase.

THE RESULT

The Brightest Night activation was a smash hit, even being featured on the local nightly news station, RTL Boulevard. The production helped to build excitement and start an organic dialogue leading up to the blockbuster’s launch.