Senior Art director
Julia Dickinson

UltraAVX: Get Closer

UltraAVX is Cineplex’s counter to IMAX: larger screens in movie theatres, with excellent sound and comfortable seating.

The greatest part of visiting an UltraAVX theatre is the sensation of immersion, feeling enveloped by the whole visual and sound experience. Which is where the concept springs from: Get Closer. Closer to the action, to the story, to the sound. So we brought the viewer right on in and made them part of the experience.

This campaign was rolled out in movie theatres across Canada, social, online, as well as on large-scale printed murals, digital OOH.

Services:
Art direction
Media:
Video, OOH, Web, social
Industry:
Entertainment
Copywriter(s):
Angela Miller


Social

The tiniest detail could make the videos more immersive, so we faked the boundaries of the videos so the 'talent' could extend limbs outside of the app's media framing.

We used a lot of wind machines and hair gel on set. The T-Rex didn’t mind.

OOH

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