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FLUOR Projects · 25 October 2017 · 8:57 am

Premiere of 1st Season ‘Midnight, Texas’ (Syfy)

Advertiser: NBC Universal

Brand: Syfy

Campaign: ‘Inside Midnight, Texas’

 

What did they ask us for?

The science fiction channel Syfy was set to premiere the first season of its series ‘Midnight, Texas’: a supernatural drama from the author of ‘True Blood’. The goal was quite clear – the launch of the series needed to be a success.

To reinforce the launch strategy we needed to create a campaign that had great impact in the media and on social networks, as well as to convey the essence of the series.

 

What did we do?

Three actions:

The first action, aimed at the general public, consisted of developing an interactive mupi at a shopping centre in Madrid, with 3D animations of characters from the series, enabling the audience to interact with them physically. Some of the reactions were caught on camera and shared in a video on social networks, recorded using four hidden cameras and that captured the surprise and fear felt by those in the audience at the shopping centre.

The second action, designed to give visibility to the season premiere, was a travel guide that delved into the ‘Midnight, Texas’ universe from a different perspective before the series launch. It showed various elements that identifies the series: where the mysterious town is, places to visit, historical characters and even the area’s typical gastronomy. Through this mysterious offering we secured the involvement of the media and caught the attention of several blogs in the sector, encouraging participation before the launch of the series.

And the a third action, we organized a private event for specialised media, which included the screening of the series’ first episode, where attendees could enjoy ad hoc sessions involving a psychic medium, an interactive photo call where participants would become protagonists of the series, and a personalized menu.

 

What results were obtained?

– The media and television blogs covered the series launch

– The main media, bloggers and journalists of the sector got to know the ‘Midnight, Texas’ universe and were able to fully immerse themselves in it

– Thousands of impressions on social networks

– The guide is among the finalists, for its category, for the Advertisement of the Year award run by Anuncios.com

– Outstanding presence in advertising media (for examples, click here or see here)

Guía Midnight

Guía Midnight 2

Publicado en: FLUOR Projects

Etiquetado: 3D design creativity Direct Marketing Events interactive mupi Midnight Texas premiere tecnocreativity

FLUOR Projects · 14 June 2017 · 8:18 am

Syfy 10th Anniversary

This project won the Best Digital Animation at Agripina Awards #AGP7

This project won the Gold Award as Best Stunning Event at PromaxBDA Europe 2018.

This project won a Honorable Mention in Digital Animation at WINA 2018.

 

Advertiser: NBC Universal

Brand: Syfy

Campaign: Syfy 10th Anniversary.

 

What did they ask us for?

Syfy (the most important science fiction channel in the world, owned by NBCUniversal), celebrated its 10th year since launching in Spain.

What did we do?

We put forward the creative “The Journey of Extraordinary Emotions” pitch, linked to an immersive never-before-seen experience.

– For this, we create an idyllic atmosphere in the Costume Museum, staging the venue right down to even the smallest details to make sure the 250 guests felt as though they were travelling to an extraordinary world.

– With the help of LDC, we designed a videomap to project onto two giant 12 meter screens, getting inspiration from the channel’s best series. Absolutely everything was created originally, from scratch, for the occasion: design, motion graphics, music…

– When the projection ended, one of our androids accompanied the guests on a tour of lights to a very special place, the party.

– The guests were received in another room by a large seven-meter LED screen.

– A 3D printer printed food during the event.

– An interactive photo call that made the guests become the protagonists of upcoming Syfy releases.

– The 12 dishes on the menu were specially created for the anniversary, taking inspiration from the best series and films across the channel.

– Virtual reality was also a protagonist of the event with the series Halcyon.

– Expo Syfy gathered together exclusive pieces from some of the channel’s great classics.

– Hold a battle of the GIFs where made up of knockout rounds, quarter finals, semi-finals and the final so that fans discovered who was ultimately voted the best character of the last 10 years.

What were the results?

– An unprecedented event using techno-creativity associated with the channel’s own theme (science fiction)

– More than 17,000 participants across the social dynamics proposed for the anniversary.

More than a million online impressions.

syfy-agencia-fluor-lifestyle

SYFY 10 Años

SYFY 10 Años

Fiesta 10 años de SYFY en el Museo del Traje de Madrid

SYFY 10 Años

 

Publicado en: FLUOR Projects

Etiquetado: 10 anniversary creativity Events experiential tecnocreativity videomapping

FLUOR Projects · 14 June 2017 · 8:13 am

Launching Kat Von D Beauty (Sephora)

Advertiser: LVMH

Brand: Sephora

Campaign: Launching Kat Von D Beauty

 

What did they ask us for?

With the help of Wildbytes, we had the opportunity to design the launch of Sephora’s Kat Von D Beauty line in Spain. Spain was the first European country to launch this brand, one that, in only a year and a half of existence in the United States, has become one of the most brands within the segment we call make up junkies.

Kat Von D is a tattoo artist, businesswoman and celebrity, known for, among other things, her participation in the television program L.A. Ink.

 

What did we do?

The campaign had two fundamental axes:

– A social influence plan with active listening on social networks to detect the right people to be sent a surprise delivery. In addition, a strategy with YouTubers in which they did product unboxing and urged people to participate creating User Generated Content.

– The first videomapping of the face of a person broadcast live for the whole world. Six months of work to create a piece that would convey the essence of the Kat Von D Beauty line.

 

What were the results?

– 90 million online impressions.

– It became the most shared content in the history of Sephora Spain.

– During the campaign, in-store traffic rose 25%

– Reference to campaign across dozens of different media as one of the most innovative campaigns of the year.

– International awards:

– Silver at the Clio Awards

– Honouree at The Webby Awards 2016

– Merit in The One Show

– Platinum in Hermes Creative Awards

Publicado en: FLUOR Projects

Etiquetado: creativity tecnocreativity videomapping

FLUOR Projects · 14 June 2017 · 8:12 am

‘Sigue la pista’, the interactive game for ‘La Zona’, the first original Movistar+ series

This project won the award Best Transmedia Producer (Premios Producción Audiovisual 2017), Bronze in Digital Marketing at the LAUS Awards 2018, Best Transmedia Project, Best Website, Best Branded Content Project, Best Online Advertising and GRAND PRIX (Best campaign of the year) in Agripina Awards, Silver in Gaming and Bronze in Transmedia in the Inspirational Awards 2019, best project based on the Internet by Anuncios, a Silver Award in Interactive: Branded Content at WINA 2018 and a Bronze Award in Interactive: Advergame at WINA 2018.

 

Advertiser: Movistar +

Brand: ‘La Zona’

Campaign: ‘Sigue la pista’

 

What did they ask for?

Movistar+ began its journey down the path to creating its own fictional series, a high stakes gamble with high-quality formats. For the premiere of ‘La Zona’, the new series by the Sánchez-Cabezudo brothers starring Eduard Fernández, Alba Galocha, Juan Echanove and Álvaro Cervantes, they asked us for an expansion of the transmedia narrative that was on par with the quality of the original production.

 

We did we do?

At FLUOR Lifestyle, we began to investigate new forms of story immersion and new ways of engaging the viewer so we could develop a Movistar+ production in collaboration with FLUOR Lifestyle.

 

What were the results?

More than a year ago, Movistar+ asked us to undertake what we most love: a challenge. They were just starting out on the production of their own series and needed a transmedia project that was on par with the great content. We decided to confront this challenge head on, taking ourselves out of our comfort zone, and so we began to investigate new forms of story immersion and the result was the creation of an interactive storytelling game for La Zona.

To begin with, we asked ourselves 3 questions. The first was about how to access an exclusion zone. At FLUOR Lifestyle, we were sure that we wanted the user to discover first-hand the entire plot of the series.

But how would we create a strong parallel plot when we were dealing with such a powerful story? We love telling stories and we knew that the narrative had to be the main element – our strong point. The narrative, together with the layer of interactivity, were the keys to achieving an immersive experience for the user.

With all this clear, the third question we asked ourselves was: how do we achieve something that we have never done before? A parallel narrative was the solution here, to ensure that every decision that the user made was indispensably valuable in discovering the story, with a return to the main narrative storyline for all key moments.

To achieve the ideal fit between the scripts and their digital development, we created our own tool to build interactive narrative universes. ‘Storyteller’, as we have called this tool, directly translates the literary scripts and their interactivity into codes that are ready to be implemented on the web.

With all these ingredients, we have achieved an experience based on techno-creativity, in which people enter La Zona and through their own decisions, they discover a world parallel to that of the series, but one that is also totally complementary and filmed in the same location.

In ‘Sigue la pista’, viewers can discover more than 2 million different possibilities in a universe of corruption, secrecy and radiation, through 8 missions, 28 characters, 211 photographs, 24 360º locations, 163 videos and 434 different interactive screens.

 

Credits:

Agency: FLUOR Lifestyle

Advertiser: Movistar+

Product: Series

Brand: ‘La Zona’

Industry: Media & Entertainment

Media: Web / Online

Title: ‘Sigue la pista’

Movistar+ Executive Production: Domingo Corral, Ismael Calleja and David Sanz.

FLUOR Lifestyle Executive Production: Eduardo Prádanos.

FLUOR Lifestyle Credits:

General Creative DirectorEduardo Prádanos

Creative Team: Juanjo Mestre, Vanesa García, Jorge Ayllón and Ramón Tarrés

Account Director: Silvia Mosquera

ProducerSingrima Films

Movistar+ Credits:

Business & Legal: Ismael Calleja, Nicolas Lecocq, Clara Ruipérez, David S. Verjano, Miriam Lagoa, Adrián de Belva, Cristina Rozas and Marta Plácer.

Contents: Fran Araújo, Felipe Pontón, Susana Herreras, Gabriel Arias-Salgado, Rafa Taboada and Antonio Trashorras.

Production: Juan Moreno, Marta Martín and Guadalupe Balaguer.

Publicado en: FLUOR Projects

Etiquetado: creativity tecnocreativity transmedia

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