In celebration of cinema and the stories we carry with us long after a film has ended, Academy Award-winning filmmaker Taika Waititi has directed a new brand film for Vue cinema.

The ‘Feel It Forever’ campaign has been created by Hijinks. It showcases the power of cinema and shows how the stories we see never leave us. 

The two-minute cinematic film directed by Waititi, the director of films including Jojo Rabbit and Thor: Love & Thunder, features cinema goers as they are followed around by the characters from films they have seen throughout their lives. The film is a visual metaphor, showing how people carry the stories and characters with them forever.

The spot follows a young woman and a man as they move through a city, followed by their line of characters. The pair lock eyes and flirt along the way, in a city where everyone is followed by the characters from the films they have seen. Some people are followed by action heroes, showing their love of the genre, while children have fewer characters, having seen fewer films.

The pair end their journey arriving at a Vue for a first date, as they leave, two new characters join their lines.

The work brings to life how stories from the big screen live on in our imaginations. 

“This is an epic love letter to cinema that reminds us why we go, and keeps us coming back,” says Taika Waititi.

The film was created by an array of high level talent, with the production team including colorist Jean-Clement Soret (Black Mirror), editor Tom Eagles (Jojo Rabbit), DOP’s Ross Giardina (Gold) and Suzie Lavelle (Severance), composers Soundtree Music (Train Dreams) and post by The Refinery (The Hunger Games: the Ballad of Songbirds & Snakes). 

Hijinks’ creative team worked on recreating movie characters from a wide range of genres through styling, colour and grade, to bring a variety of stories to life. The campaign is Vue’s first brand campaign since 2020 and the first by Hijinks, which was appointed as Vue’s creative agency in 2024.

“Rather than just promote films, Vue has always championed the big screen experience itself and this new campaign, working in partnership with Hijinks, evolves from our previous work to celebrate the broader benefits of cinema: bigger emotions, deeper connections, and moments that never leave you. We wanted something bold and disruptive for the category, a true celebration of cinema that stands alongside the very best films on Vue’s screens," says Matt O’Hara, Brand and Marketing lead at Vue.

The film will air before all screenings across Vue’s European estate, as well as on social, connected TV, and digital channels as part of a wider campaign.

Capturing the magic of the movies with a film that brings to life the lasting power of stories, Vue underlines the cultural firepower of the cinema.