Carousel
Philips (Cinema 21:9)2009
Carousel is a 2009 interactive online film for Philips, created by Tribal DDB, Amsterdam.
Why it works
A cops-and-robbers shootout frozen in a single instant, explored in one continuous tracking shot that runs two minutes and 19 seconds and loops back to where it began. Directed by Adam Berg for Stink Digital and launched online in April 2009 to sell Philips' cinema-proportioned 21:9 television, Carousel lived on a microsite where viewers could move through the scene at will and trigger hotspots that swapped the finished image for a behind-the-scenes version of the same shot. It is studied as the moment web film matched television for production value and then added what TV could not: the craft itself became the product demonstration. The jury at Cannes 2009 gave it the Film Grand Prix unanimously, two years after Dove's 'Evolution', confirming that the top film prize could go to work made for the web; it also won a Silver Cyber Lion.
Techniques
- Demonstration A frozen shootout explored in one continuous, looping tracking shot shows off cinematic proportions, so the craft itself demonstrates the widescreen television.
- Participation On the microsite viewers move through the scene at will and trigger hotspots that reveal a behind-the-scenes version of the same shot.
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