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iD

Core disciplines: Brand Activation, Experiential marketing

BEYOND THE SCREEN

THE THINKING

iD transformed a prime retail unit on “The Street” at Westfield Stratford on behalf of Cornetto and brought to life a pop-up art deco theatre to premiere Two Sides, the latest in the brands award-winning Cornetto Cupidity series - exploring the trials and adventures of teen love. The experience bridged the gap between digital and reality through immersive 3D sound, but also transformed the screen into a live experience. Winner of two industry awards including; 'Best Experiential Creative Execution' and 'Best Disruptive Experience.'

HOW IT WORKED

We knew that the 16-24 market that Cornetto wanted to focus on was content-saturated and demanded something truly unique to warrant their attention. Combining a 3D-sound cinema with immersive theatre, we created the worlds first binaural pop-up, a truly unique story-telling experience – ‘Cornetto Beyond the Screen.' The experience was live at Westfield Stratford between the 16th July - 6th August.

Shot in several cities across the globe, Two Sides, created by MOFILM and immersive arts agency A Taste of Space, is one of the first films produced using binaural sound technology - taking 3D sound to a new level.

Using POV-camera work, Two Sides allowed viewers to switch viewpoints throughout the film, swapping between the two lead characters to enhance the sensation of being transported into the story.

Immersive live theatre show, created and directed by A Taste Of Space, included an interactive performance, featuring a choreographed song and dance show led by the film’s actors.

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